D’Yavol X expands into eyewear category

Bollywood celebrity Shah Rukh Khan and son Aryan Khan’s streetwear brand D’Yavol X has expanded its product offering and launched its first eyewear collection, available exclusively on its direct-to-customer e-commerce store.

 
“This collection began as a conversation, an idea my father held close for years,” said Aryan Khan in a press release. “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.”
 
Retailing globally, the eyewear line is handcrafted in Japan and features titanium, select premium acetates, and ‘Zeiss’ lenses. The first drop comprises five styles, titled Shift, Now/Then, Layered I & II, Switch, and Grand Tour, and prices range from Rs 28,000 to Rs 41,000.

“Eyewear has always been more than a style statement for me- it shapes how I express myself, and how I see the world,” said Shah Rukh Khan. “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 collection’s campaign features Rajat Bedi’s son Vivaan Bedi and aims to set a “benchmark for contemporary Indian luxury on a global stage,” according to the brand. Shah Rukh Khan, Aryan Khan, Leti Blagoeva, and Bunty Singh launched D’Yavol X as part of the D’Yavol Luxury Collective.