Aryan Khan on His D’YAVOL X Vision: 'The Goal Is to Build a World, Not Just a Product Line'

We walk into the Grand Suite at Fairmont Mumbai for a preview of filmmaker-entrepreneur Aryan Khan's D’YAVOL universe. When Aryan finally took his seat across from us, smiling easily and eager to talk, the tone of the afternoon became clear.

This wasn’t a guarded brand presentation; it was a conversation. And perhaps, the first time many in the room were seeing this side of him: curious, chatty, deeply invested in feedback, and visibly proud of what he calls his labour of love; the centrepiece of attention was the D’YAVOL X eyewear.

Founded by Shah Rukh, Aryan, Leti Blagoeva and Bunty Singh, the luxury streetwear label has built its reputation on drop-led scarcity, meticulous detailing and a visual language that sells out within hours. With eyewear, the brand is stepping into a category that feels almost inevitable. “Eyewear has been on our radar for quite some time,” Aryan tells The Hollywood Reporter India.

“We actually started working on this collection close to three years ago. 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.”

That personal lineage matters. Sparked by Shah Rukh’s long-standing relationship with sunglasses, a style signature that has transcended films and entered cultural memory, the eyewear collection grew from an idea into a full-scale design endeavour.

“Eyewear has always been more than a style statement for me,” Shah Rukh shared. “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.”

The decision to manufacture in Japan was non-negotiable. Known globally for precision eyewear craftsmanship, the Japanese ateliers brought both discipline and depth to the process.

“A significant amount of R&D goes into planning a new project,” Leti Blagoeva shares. “Beyond the non-negotiable material choices — titanium and premium acetates — we spent months perfecting weight balance, hinge mechanics and overall comfort.”

For Aryan, the journey into eyewear has been as instructive as it has been creative. “My biggest learning has been understanding the myriad things that go into making a frame,” he says. “Precision engineering, material science, ergonomics and aesthetic choices all have to align perfectly. It’s a category that demands both creativity and discipline, that balance has taught me a lot.”

Looking ahead, D’YAVOL X is thinking beyond categories. “The idea is to build a world, not just a product line,” Aryan explains. “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.”