Morgenthal Frederics Launches First Collection Under Dita Founders

On October 15, New York eyewear brand Morgenthal Frederics launched its fall 2026 collection under new creative directors John Juniper and Jeff Solorio, co-founders of Dita. Priced from $795 to $2,995, the line emphasizes sculpted acetate and titanium frames while retaining signature buffalo horn designs. The move aims to broaden appeal beyond existing collectors, who comprise approximately 75–80% repeat customers. The brand reported around 10% growth in 2025 but did not disclose revenue. Juniper and Solorio also lead sister brand Robert Marc within owner New Look Vision Group. Future plans include unnamed luxury collaborations for 2027 and an enhanced custom horn program featuring direct client involvement in design processes.