Shah Rukh Khan Launches Luxury Eyewear Collection for Aryan Khan’s D’YAVOL X

Bollywood icon Shah Rukh Khan has officially unveiled the inaugural eyewear collection for his son Aryan Khan’s luxury streetwear label, D’YAVOL X, marking a significant expansion of the brand into high-end fashion accessories. The launch was accompanied by a visually striking promotional campaign titled “Step Into the Light,” featuring Shah Rukh Khan himself, reinforcing the brand’s premium positioning and global ambitions.

Positioned firmly in the luxury segment, the eyewear collection is priced from ₹28,400 to nearly ₹40,000, depending on the design and specifications. Each piece in the range has been meticulously crafted in Japan, a decision Aryan Khan personally championed to ensure exceptional quality and attention to detail.

The collection features precision-milled titanium frames, polished acetate finishes, and custom-engineered components, paired with high-performance Zeiss lenses known for their optical clarity and durability. Emphasis has been placed on balancing sophistication with everyday wearability, reflecting the brand’s modern, understated aesthetic.

Aryan Khan revealed that Shah Rukh Khan, a long-time sunglasses enthusiast, played an active role in the product development process. The actor personally tested the eyewear to ensure it remained lightweight, comfortable, and practical for extended wear, a key consideration in the final designs.

With this launch, D’YAVOL X continues to carve out a distinctive space in the global luxury streetwear landscape, blending craftsmanship, functionality, and celebrity-backed credibility. The eyewear collection signals the brand’s intent to evolve beyond apparel and establish itself as a comprehensive lifestyle label with international appeal.