If you’re in the market for hip glasses, you can now enjoy Dita. The West Coast eyewear brand has not come to SoHo. Founders John Juniper and Jeff Solorio have opened their first flagship store on Lafayette south of Houston.

As they said, “We feel our customers enjoy shopping in Soho even if they live up town or visit New York. Eyewear is a very personal item therefor we want our customers to enjoy their shopping experience in a relaxing environment; a large space downtown with large windows was a natural choice.”

They currently have three stores in Newport Beach, LA and Tokyo and now they are adding the SoHo addition. The brand has been active since 1995, now plans to open a manufacturing facility in Sabae, Japan. The glasses take almost eight months to make and range in retail price from $390 to $1000 for the Lancier series.

Some of you may remember when Beyonce wore a pair of Dita glasses in her 7/11 video. These retailed for $375. Come in soon and enjoy a chance to be like Beyonce.