DITA Announces DITA-Lancier: Advanced Lens Technology

man wearing DITA Lancier sunglasses

DITA Group has launched its DITA-Lancier collection with a brand new concept offering customers a unique proposition in the eyewear marketplace with its powerful take-home “Two-week Test Drive Program” led by an experienced team of close to 60 global sales representatives.

DITA-Lancier was designed to enhance and optimize visibility for Land, Sea, and Air. Offering an exceptional experience for many environments, the collection is made in Japan and is available in a variety of timeless shapes designed for a classic, enduring style. Equal parts form and functionality, DITA-Lancier showcases proprietary features that make this ideal for everyday wear or life’s adventures.

DITA-Lancier has seasoned brand ambassadors who push the limits of speed and endurance in some of the most technologically advanced and competitively compelling arenas of sport. The DITA-Lancier collection is a celebration of these unrivaled athletes who, like DITA, excel in their endeavors.

closeup of DITA LANCIER frame and lens

The DITA-Lancier sunglass collection offers advanced lens technology for an exceptional visual experience in many environments. All of DITA’s customized lenses are hydrophobic, oleophobic, scratch-resistant, and have a premium AR coating. DITA-Lancier uses a lens material with a clarity almost that of glass while being ultra lightweight.

The full polarization and high contrast of DITA’s Land lens provide increased clarity, revealing vibrant colors and optimal visibility while on land. This lens is great for driving, running, cycling, or practically any activity on land. DITA’s Sea lens gives maximum polarization to reduce the glare of ocean and water environments. For high-altitude, open-air environments that require more clarity, try DITA’s Air lens, featuring no polarization for maximum contrast and depth perception making it the ultimate lens for the mountains, golf, tennis, or any ball-striking sports.

DITA Lancier lens differences
The DITA-Lancier sun collection uses a high-quality TR90 material on many styles, which is an ultra-lightweight nylon-based material, designed to be lighter than acetate for all-day activities. Optimized for comfort DITA’s TR90 frames include sculpted racing lines to further reduce weight.

The DITA-Lancier optical collection is made of Ultralight Titanium that was designed to be thinner making it exceptionally comfortable for all-day wear. The Ultralight Titanium is much lighter than the competitive use of stainless steel while maintaining its durability. Lighter than just three-quarters, the majority of DITA frames weigh in around 20 grams. The collection’s distinctive super-thin profiles with coin-rim etching offer consumers a unique experience that is stylish and wearable for all-day use.

DITA Lancier sunglasses with various lenses

DITA-Lancier has created uniquely functional frames that are ideal for activities using its proprietary features that focus on durability, lightweight comfort, and intentional ergonomic design. DITA-Lancier uses a screwless hinge system that serves as a service-free hinge that is pinned providing a longer product life than other notched or screw systems. Designed with a custom anti-walk hinge pin with open/close assisted detent feature that holds temples open or closed ensuring additional support during activities. All frames feature an enhanced temple tip that is a square-shaped cutout detail designed to allow interface with our proprietary DITA-Lancier Retention Cord, adding an additional layer of security for performance. Additionally coming equipped with adjustable textured anti-slip injected nose pads designed for all-day comfort. The majority of the collection also has adjustable soft-touch anti-slip temple tips enhancing comfort and stability.

DITA-Lancier invites the industry to test drive our frames for themselves. DITA’s powerful take-home “Two-week Test Drive Program” allows any customer to purchase a DITA-Lancier frame, take it home, and compare it against their other lenses for up to two weeks. DITA believes your eyes do not lie, if its Advanced Lens Technology does not exceed your expectations bring them back for a full refund. Experience DITA-Lancier and see the world better without sacrificing style!


About DITA

Founded in 1995, DITA reinvented eyewear by transcending its conventions, creating a discreet Luxury with products ranging from bold character frames to new interpretations of timeless shapes through innovative technology. With over 25 years in design and partners at the highest levels of manufacturing, DITA’s expertise is unparalleled, earning a coveted reputation as a true leader in optical innovation. Craftsmanship is the cornerstone of DITA’s reputation for quality and innovation – that’s why its relationships with some of the world’s most highly regarded artisans have lasted not years, but decades.  For over 25 years, DITA’s focus has been one thing: perfecting the art of eyewear. Because of the level of detail in every DITA frame, DITA finishes all its frames in Japan.

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