D’YAVOL X — the luxury streetwear label founded by Shah Rukh Khan, Aryan Khan, Leti Blagoeva and Bunty Singh — has expanded its product universe with the launch of its debut Luxury Eyewear Collection, crafted in Japan and released globally as an online exclusive.
Known for its drop-led fashion releases and cult-level following, the brand’s entry into eyewear marks its first ‘always-on’ category, signalling a strategic shift beyond limited-edition streetwear.
Commenting on the launch, Aryan Khan said, “This collection began as a conversation, an idea my father held close for years. Eyewear has always been integral to his personal style, so translating that into something tangible required building a design language that felt true to him and true to the world of D’YAVOL X.”
The collection draws directly from Shah Rukh Khan’s longstanding affinity for sunglasses. Developed in collaboration with international designers, the frames were created with his creative involvement at every stage, blending cinematic influence, precision engineering, and a contemporary luxury aesthetic.
Discussing the brand’s expansion, Shah Rukh Khan said, “Eyewear has always been more than a style statement for me – it shapes how I express myself, and how I see the world. 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.”
The campaign also features Vivaan Bedi, son of Bollywood actor Rajat Bedi, adding a fresh visual presence to the brand’s imagery.
D’YAVOL X’s debut eyewear line comprises five styles—Shift, Now/Then, Layered I & II, Switch, and Grand Tour—each defined by distinctive design cues. Handcrafted in Japan, the frames use pure titanium, premium acetates, and ZEISS lenses for exceptional clarity. Made in small artisanal batches, the eyewear follows multi-stage hand-finishing techniques rarely seen in mainstream luxury production.
Priced from Rs 28,000 to Rs 41,000, the collection positions D’YAVOL X as a contender in global contemporary luxury, reinforcing its ambition to build an Indian-born luxury house with international appeal.
The collection is available exclusively on www.dyavolx.com for worldwide purchase.
