Shah Rukh Khan and Aryan Khan's D'Yavol X launches luxury eyewear collection.

Bollywood superstar Shah Rukh Khan and his son Aryan Khan's luxury streetwear label, D’Yavol X, has officially broadened its product portfolio with the introduction of its inaugural eyewear collection. This highly anticipated expansion is now exclusively accessible to customers worldwide via the brand’s direct-to-customer e-commerce platform, marking a significant step in the brand's global retail strategy.

The genesis of this new eyewear line stems from an enduring vision held by Shah Rukh Khan himself. "This collection began as a conversation, an idea my father held close for years," stated Aryan Khan in a recent press release. He further elaborated on the deep personal connection his father has with eyewear, which has long been an integral part of his signature style. Aryan Khan was instrumental in translating this personal affinity into a tangible design language that truly embodies both his father's essence and the distinctive aesthetic of the D’Yavol X brand.

Emphasizing unparalleled quality and craftsmanship, the D’Yavol X eyewear collection is meticulously handcrafted in Japan. Each piece features premium materials, including durable titanium and select high-grade acetates, complemented by renowned Zeiss lenses to ensure superior optical clarity. The initial launch comprises five distinct styles: Shift, Now/Then, Layered I & II, Switch, and Grand Tour, offering a range of contemporary designs. Reflecting its luxury positioning, prices for these exquisite pieces range from Rs 28,000 to Rs 41,000.

Shah Rukh Khan shared his profound connection to eyewear, stating, “Eyewear has always been more than a style statement for me – it shapes how I express myself, and how I see the world.” He conveyed the immense satisfaction derived from the creative process: “Creating our first collection of sunglasses has been both exhilarating and deeply creative. Watching it grow from inspired sketches into beautifully crafted pieces has been incredibly fulfilling.” This sentiment underscores the personal passion woven into the very fabric of the collection.

The launch campaign for the eyewear collection prominently features Vivaan Bedi, son of actor Rajat Bedi, aligning with the brand's aspirational messaging. D’Yavol X, which was initially launched as part of the D’Yavol Luxury Collective by its founders Shah Rukh Khan, Aryan Khan, Leti Blagoeva, and Bunty Singh, harbors an ambitious vision. According to the brand, this new collection is poised to "set a benchmark for contemporary Indian luxury on a global stage," signifying its intent to establish a formidable presence in the international luxury market.