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Morgenthal Frederics taps Dita founders to reach new luxury shoppers

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Morgenthal Frederics taps Dita founders to reach new luxury shoppers

Morgenthal Frederics is turning to the founders of Dita to broaden its appeal beyond the collectors who buy its buffalo horn frames by the dozen.

On October 15, the New York eyewear brand launched its first collection under creative directors John Juniper and Jeff Solorio. Priced from $795-$2,995, the fall 2026 collection puts greater emphasis on sculpted acetate and detailed titanium frames, giving the brand new ways to attract customers while retaining the horn designs that have built its following.

Juniper and Solorio co-founded Dita in Los Angeles in 1995, developing a luxury eyewear business known for Japanese manufacturing and distinctive frames. According to the company, its frames have appeared on Steve Martin in “Only Murders in the Building,” while Spike Lee has worn custom Knicks-orange buffalo horn designs courtside. Collaborations are another part of MF’s plans for 2027. The brand has previously worked with Oscar de la Renta, Monse, Rosie Assoulin and Sabyasachi, bringing its eyewear expertise to established fashion labels.

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