In 2023, much before his directorial debut, Shah Rukh Khan’s son Aryan Khan made headlines with the launch of his luxury streetwear brand, D’YAVOL X. Aryan Khan, a co-founder alongside Leti Blagoeva and Bunty Singh, first introduced D’YAVOL vodka in December 2022, followed by the brand’s debut streetwear collection in April 2023. Now, Aryan Khan, along with his partners and father Shah Rukh Khan, has expanded the brand’s portfolio by introducing a new category—D’YAVOL X eyewear.
Officially launched on November 30, Aryan Khan told The Hollywood Reporter, “Eyewear has been on our radar for quite some time.”
According to Aryan, work on the eyewear line began nearly three years ago, back in 2022, when he first launched D’YAVOL vodka. “When you wear sunglasses, it’s one of the first things people notice about you — it can completely transform your presence. And all of us, especially my father, have a personal passion for sunglasses, which made it an exciting space for D’YAVOL X to be in,” he said.
Announcing the launch on his official Instagram profile, Aryan shared a video featuring Shah Rukh Khan promoting the new eyewear collection. In the caption, he wrote: “Step into the light with the inaugural D’YAVOL X eyewear collection. Inspired by the journeys of Shah Rukh Khan, each piece is handcrafted in Japan with precision-milled titanium, polished acetate, and custom-engineered components.”
Shah Rukh Khan, who has been closely involved with the project, shared his own perspective, saying, “Eyewear has always been more than a style statement for me. It shapes how I express myself, and how I see the world. Watching it grow from inspired sketches into beautifully crafted pieces has been incredibly fulfilling.”
Priced between Rs 28,000 and Rs 42,000, the eyewear is manufactured in Japan, a decision the brand says reflects its commitment to craftsmanship and quality. Justifying both the pricing and the choice of manufacturing location, Aryan Khan’s partner Leti Blagoeva explained, “A significant amount of R&D goes into planning a new project. Beyond the non-negotiable material choices — titanium and premium acetates — we spent months perfecting weight balance, hinge mechanics and overall comfort.” The team also highlighted that Japan is globally renowned for its precision eyewear craftsmanship.
Aryan Khan’s brand has always been in the news for its high prices but it never impacted its sales. When the premium brand launched in 2023, a jacket could cost upto Rs 2 lakh. Later, its high-street collection had crop tops at Rs 16,000, tees for Rs 21,000 and a cargo pant could set you back by Rs 35,000.
The collection is divided into multiple categories: Layered, Layered 2, Now/Then, Grand Tour, Switch, and Shift. Layered and Layered 2 are priced at Rs 37,500 and Rs 38,200 respectively. Now/Then is priced at Rs 36,000, while Grand Tour is available at Rs 31,200. The most expensive model, Switch, is priced at Rs 41,200, while the most affordable offering, Shift, is priced at Rs 28,400.
Speaking about the larger vision behind D’YAVOL X, Aryan Khan said, “The idea is to build a world, not just a product line. Spirits, streetwear, eyewear, experiential events; these are all parts of that larger universe. Fashion will continue to evolve, spirits will remain a strong pillar, but we’re also exploring new verticals. It’s less about choosing one direction and more about building a cohesive lifestyle ecosystem with its own attitude and aesthetic.”
The pricing of the eyewear collection also sparked reactions from netizens online.
One user on X shared the details of the price—Rs 42,200—along with a disappointed face emoji. The post was accompanied by a meme from Akshay Kumar’s Jolly LLB 2, featuring Annu Kapoor’s courtroom dialogue: “Maaf kijiyega, yeh theek nahi ho raha hai sir. Aap galat kar rahe hai.”
Another disappointed fan commented, “S24 se bhi zyada hai,” pointing out that the eyewear costs more than the base variant of the Samsung Galaxy S24, which is priced at Rs 39,999.