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D’Yavol X — the luxury streetwear label co-founded by Shah Rukh Khan, Aryan Khan, Leti Blagoeva and Bunty Singh — has officially expanded its creative footprint beyond clothing. On December 2, 2025, the brand launched its first luxury eyewear collection, signalling a major evolution from streetwear staples to high-end accessories.
The new eyewear line is being sold exclusively via the brand’s D2C e-commerce store — underlining the brand’s global ambitions while maintaining direct control over distribution.
Craftsmanship & Vision
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The eyewear is handcrafted in Japan, using premium materials like titanium and select acetates, paired with ZEISS lenses — a nod to global standards of craftsmanship and optical precision.
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The first drop comprises five distinct styles — Shift, Now/Then, Layered I & II, Switch, and Grand Tour. Price range for the sunglasses is between ₹28,000 and ₹41,000.
According to the founders, this eyewear line stems from a deeply personal place: a longtime passion (particularly of Shah Rukh Khan’s) for sunglasses and self-expression through style.
To announce the debut collection, D’Yavol X released a cinematic campaign film titled “Step Into The Light”, starring Shah Rukh Khan. The ad unfolds against a stark desert backdrop — sweeping dunes, shifting sands unveiling a hidden frame, and a dramatic reveal of the sunglasses. The visuals amplify the brand’s ethos: bold, minimal, and strikingly expressive.
Aryan Khan, who directed the campaign, said the desert served as a metaphor: vast, raw, and timeless — mirroring D’Yavol X’s ambition to merge Indian identity with global luxury sensibilities.
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