Oakley news and archive

Oakley: Former Givenchy designer Matthew Williams becomes creative director

Matthew M. Williams has been appointed creative director of Oakley. The former Givenchy designer will be responsible for Apparel, Footwear and Accessories (AFA), the California-based eyewear brand announced on Thursday. In his new role, Williams will develop the apparel, accessory and footwear categories in both the sports and lifestyle sectors....

Fashion

When the moment is the message: fashion marketing at sports’ biggest stages

Arriving at the top of the escalator in Antwerp’s flagship Zara store, shoppers are met with a mannequin dressed head to toe in white. The look is instantly recognisable. Worn by Bad Bunny during his Super Bowl performance, it went viral within hours. Much of the post-game commentary focused on the estimated “media value” of the appearance, but...

Fashion

Sunglasses collaborations for summer 2025: Ray-Ban, Oakley, Komono

Trends fade, but sunglasses remain the ultimate summer essential. In time for the holiday season, we showcase three collaborations that will make passers-by take their glasses off for a closer look. A$AP Rocky for Ray-Ban At the start of the year, A$AP Rocky was appointed creative director of eyewear brand Ray-Ban. The US designer and musician,...

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Business

EssilorLuxottica H1 revenue exceeds expectations

Eyewear group EssilorLuxottica achieved higher than expected revenue in the first half of the year. At constant exchange rates, revenue rose by 7.3 percent to over 14 billion euros compared to the same period last year. The French-Italian company announced this on Monday evening in Charenton-le-Pont. Based on current exchange rates, growth was...

Fashion

Retro meets Afrofuturism: Daily Paper collaborates with Oakley

Daily Paper and Oakley join forces for a new edition of the 'Gascan' sunglasses. Having used Oakley models as styling elements in photoshoots for years, the Dutch streetwear brand has now officially collaborated with the eyewear label. The brands announced the collaboration on Thursday. They have chosen sunglasses originally launched in the...

Featured

People

Oakley names Travis Scott as chief visionary

American eyewear brand Oakley, based in Southern California, has appointed rapper, producer and entrepreneur Travis Scott as its chief visionary to “reimagine the future” of the brand. In a statement, Oakley said Scott has been a “huge driving force on Oakley’s cultural renaissance,” by wearing the Oakley brand and integrating its eyewear and...

Fashion

StockX report: Ugg, Asics and Jacquemus among fastest growing brands

Online marketplace StockX has released its latest annual report, Big Facts: Current Culture Index, in which it has outlined the “top-traded and fastest-growing brands” on its platform over the past year. It comes after the company celebrated the milestone of surpassing 50 million lifetime trades in 2023, an achievement it said had largely been...

Retail

Oakley expands presence with new store opening on London's Carnaby Street

Oakley, the sportswear and optical innovation brand, has unveiled its latest retail venture, a new store on the iconic Carnaby Street in London. The boutique adds to Oakley's growing list of retail spaces and is its second outlet in the United Kingdom, complementing the existing location in Covent Garden. The grand opening was marked by the...

Retail

Oakley reimagines flagship with a museum of products

Oakley has reopened one of its first retail stores, located at the Oakley One Icon headquarters in Foothill Ranch, California. The flagship store has been revamped to feature a museum showcasing the brand's products and significant moments in its history. The store will offer a wide range of eyewear, apparel, footwear, and accessories, including...

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Video

Video: From surfers to celebrities: How Oakley expanded its fan base

Sports sunglass wear brands turned celebrity favorites, Oakley is one of the few eyewear brands that cater to both crowds. Given the recent nod to the 1990's trends Oakley has only grown in popularity with the help of a wide range of collaborations. In this 5-minute film, Hypebeast explains how Oakley has remained relevant to surfers, golfers...