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Shah Rukh Khan and his son Aryan Khan are going from strength to strength, whether it’s with their Bollywood projects or with the luxury brand D’YAVOL. After launching alcohol and streetwear verticals, the brand has now unveiled its eyewear collection. SRK made the announcement through a promo that he, Aryan, and D’YAVOL shared on their social media handles on Sunday.
In the promo, Shah Rukh walks into a desert, wearing a white ganji and blue denims. As he sits on a rock and stares at the brazen sun, a bead of sweat drops from his face onto the sand. The sand shakes, revealing a pair of sunglasses underneath. Shah Rukh picks them up, brushes off the sand, and admires them. As he wears the sunglasses and declares, “And now, it’s time,” a life-sized pair of sunglasses emerge out of nowhere to provide coolth and protection from the sunlight to Shah Rukh in the middle of the desert. He smiles and rests on the rock.
“Step into the light with the inaugural D’YAVOL X eyewear collection. Inspired by my journey, each piece is handcrafted in Japan with precision-milled titanium, polished acetate, and custom-engineered components,” wrote Shah Rukh Khan along with the promo.
Step into the light with the inaugural D’YAVOL X eyewear collection.
Inspired by my journey, each piece is handcrafted in Japan with precision-milled titanium, polished acetate, and custom-engineered components.
Exclusively on https://t.co/TdQNwScDMn#DYAVOLX pic.twitter.com/2Mz58mklvD
— Shah Rukh Khan (@iamsrk) November 30, 2025
In an interview with Vogue, Aryan Khan revealed that Shah Rukh Khan had been persuading him to launch an eyewear collection under the D’YAVOL brand, particularly since sunglasses is his favourite accessory. “He has been the biggest fan of glasses for as long as I can remember. From the start, he kept saying to make eyewear. It took time because we wanted the pieces handmade in Japan by the right people,” said Aryan.
Aryan also revealed how Shah Rukh’s testing of the product really helped the brand since the actor is used to wearing sunglasses at a stretch for a long period of time, even sometimes for “10 hours straight.” “He was very clear that the metal had to be titanium because it is so light. Otherwise it starts hurting your nose,” said Aryan, adding, “His feedback saved us a few rounds of mistakes.”
D’YAVOL also found an interesting product placement in Aryan Khan’s directorial debut, The Ba***ds of Bollywood, which dropped on Netflix in September. The show, produced by Shah Rukh Khan and wife Gauri Khan’s banner Red Chillies Entertainment, had a key Bollywood party in the opening episode, which was “sponsored by D’YAVOL.”
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The show, starring Lakshya, Sahher Bammba, Bobby Deol, Mona Singh, Raghav Juyal, Manoj Pahwa, Karan Johar, Manish Chaudhari, Arshad Warsi, Gautami Kapoor, and Anya Singh, revolves around an outsider from Delhi who becomes the new, emerging face of Bollywood. It’s co-written by Aryan, Bilal Siddiqi, and Manav Chauhan.
