EPILUXURY was born from a single question: “What is luxury?”
DITA Group CEO Micky Dhillon posed that question in 2015, as DITA celebrated 20 years as one of the leaders in a luxury marketplace it no longer recognized. “It took us on a four-year vision quest of design, engineering, and development for us to have a product that answered our own self-imposed challenge,” says Dhillon.
A lack of easy answers resulted in the ambition to create a new segment of luxury. The goal is in it’s name: ‘EPI’ from the Greek, meaning “above” and “luxury”. Loosely translated, EPILUXURY means “above luxury.” “It’s an audacious idea, but we wanted to set our own standards to live up to. In the end, it’s about respect for niche expertise. The intent for EPILUXURY is to partner with some of the best of the best in their chosen field to create radical products and services. It’s about pushing the craft forward,” The evidence is all around us, from ‘luxury’ automotive, to ‘luxury’ t-shirts and ‘luxury’ dog bowls. EPILUXURY is a response to an industry attempting to elevate the banal through logos alone.
“We launched the concept of EPILUXURY with eyewear because it’s where our expertise lies. But there is no reason there couldn’t be EPILUXURY skincare or a fragrance where we seek out an incredible perfumer to partner with. We are just looking to do something different,” says Michael Castillo, Head of Design DITA Group. DITA-EPILUXURY consists of six frames formed from natural, precious, and technical materials, all uniquely engineered to serve as both essential accessories and transmutable objects of desire.
What defines DITA-EPILUXURY as EPILUXURY? All EPILUXURY products must adhere to five key tenets, the symbols of which act as an ever-present reminder in their logo:
DITA-EPILUXURY’S six frames are designed as a modular system. Switch between a straight temple to a performance-oriented cable temple. With DITA-EPILUXURY Flagship frames, mineral glass lenses encased in titanium also become interchangeable with an easy locking mechanism.
DITA-EPILUXURY is a playground for pushing the limits of manufacturing, with a debut collection so complex it took 39 months from conception to completion. Only a highly specialized manufacturer could achieve
DITA-EPILUXURY’S interchangeable temple design. The temple, built from 21 pieces and possessing a functioning spring hinge, is the culmination of a process of design and development pushing engineer, designer, and craftsman forward.
Since 1995, DITA has been at the forefront of advancing optical tradition with next-generation technology. With DITA-EPILUXURY that means temples crafted from rare horn and exquisite woods sourced from Germany, honed by DITA’s most relied upon Japanese manufacturer: DITA’s sole partner equipped to make DITA-EPILUXURY a reality.
DITA-EPILUXURY doesn’t have tomorrow’s trends in mind, but the passage of time. As DITA-EPILUXURY evolves in form and function with each annual collection, so in time will DITA, and the EPILUXURY of today will form the foundation for the DITA of tomorrow.
DITA carefully cultivates its DITA-EPILUXURY clients as it does its frames, providing them with rare edition releases of temples, bridge components, and lenses framed in precious materials available to exclusive accounts and clientele. All DITA-EPILUXURY frames are hand-numbered limited editions, with the Core collection limited to 500 pieces per color and the Flagship collection limited to 200 pieces per color.
EPILUXURY is a rallying cry — an invitation— for brands and creators to step up their game and reclaim their industry, to create contemporary heirlooms of craft and integrity for generations to come.
To see the entire DITA catalogue, visit their website dita.com