Aryan Khan and Leti Blagoeva on the Name D’YAVOL X, its Eyewear Debut, and What Luxury Stands for Today

Aryan Khan’s D’YAVOL X has been making waves since its debut, steadily expanding into new luxury categories. Its latest leap is a foray into high-end eyewear. Aryan Khan, along with co-founder Leti Blagoeva, in Mumbai unveiled D’YAVOL's new chapter, where we caught up with the duo to discuss the vision behind the move, the creative philosophy driving D’YAVOL, and more.

Robb Report: The name ‘D’YAVOL X’ carries a certain mystery. What does it mean to you personally?

Aryan Khan: The name was inspired by Robert Johnson’s story: the world did not want to give him credit for the hard work and dedication he put into his craft, and ascribed his success to a supposed nefarious deal with the devil. I’ve always known that success is rarely a fluke or random good luck. The brand reflects this thought: keep doing your best, put in the effort, and recognition will come.

Robb Report: What does this new chapter, your debut in eyewear, mean for your brand?

Leti Blagoeva: D’YAVOL X eyewear has been under development for close to three years now, so internally for us it hardly feels new! For D’YAVOL X, however, this marks the first category that is conceived as an always-on offering, and is an exciting chapter in our vision to build a truly multi-vertical branded house.

Aryan Khan: I feel that it’s the right expansion at the right time. We’ve done really exciting things with streetwear and have developed a distinctive aesthetic. This vertical, however, takes things up a notch, as the items will be permanently available on our webstore, and we may well bring them to brick-and-mortar retail in the coming year.

Robb Report: What is the core idea behind launching this eyewear collection?

Leti Blagoeva: Eyewear, more than any other accessory, has the rare ability to shape both how the world sees you and how you see the world. With this collection, we set out to honour the timelessness of classic silhouettes while reinterpreting them through distinctive detailing and refined, sculptural forms that feel contemporary, exciting, and truly special.

Robb Report: How hands-on are you in the creative direction?

Aryan Khan: Very. I’m involved from the first sketch to the final sample - shapes, finishes, materials. On the campaign front, we do everything in-house - develop the concept, ideate taglines, and lock moodboards. I also direct the brand ads, where the goal is to capture the spirit of the product or collection in a cinematic and engaging way.

Robb Report: What, according to you, will set this collection apart among high-end eyewear brands?

Leti Blagoeva: What sets this collection apart is the balance we’ve achieved between refinement and real-world wearability. Practicality and all-day comfort were essential to us, and having SRK wear the prototypes extensively gave us invaluable feedback. A small easter-egg: he’s actually been making public appearances in D’YAVOL X shades for over a year now. We believe we’ve found the sweet spot between meticulous detailing, uncompromising quality, and effortless everyday usability.

Robb Report: How has it been like building a luxury brand like yours along with Aryan Khan and Shah Rukh Khan?

Leti Blagoeva: It’s been an extraordinary journey. We’re surrounded by perfectionists, and the creative energy is nonstop. Aryan’s work ethic sets the pace—he can go twenty hours straight when he’s passionate about something. SRK gives us the best advice: work hard, but never forget to enjoy what you’re building.

Robb Report: What’s your personal eyewear style?

Aryan Khan: I tend to select more minimal frames, although truth be told, I’m nowhere near as dedicated a wearer of sunglasses as my father.

Robb Report: What does luxury mean to you personally?

Aryan Khan: Luxury is time, and luxury is intention. I think people can tell when something has been obsessed over, even if as a consumer you can’t pinpoint the finer details that make the product special. It’s not about more of something, its about the inherent quality, the precision, and purpose.

Robb Report: Luxury today is interpreted in many ways. It is exclusivity, craftsmanship, storytelling, or even minimalism. What is your take on it? Do you feel the idea of luxury is shifting for India today?

Aryan Khan: Definitely. Luxury now is less about logos and more about alignment: people want pieces that match their values and aesthetics. There’s a shift toward craftsmanship, uniqueness, and narrative. Consumers are younger, more global, and far more selective. They want brands that feel personal, not generic. That’s exactly the space D’YAVOL X aims to occupy.