Travis Scott has been appointed Chief Visionary at Oakley, ushering in a new era of design, innovation, and global urban culture.
In a groundbreaking multi-year partnership, the rapper and his creative collective, Cactus Jack, will collaborate with the iconic eyewear and sportswear brand to reimagine classic designs, launch new collections of eyewear and apparel, and lead Oakley‘s global campaigns.
“Oakley operates on another level when it comes to design—I had to be part of that,” said Travis Scott. “We’re building something that bridges heritage and the future. This is just the beginning.”
The announcement coincides with the resurgence of Y2K style and the continued rise of sportswear in street fashion. Oakley has also confirmed a collaboration with Meta to launch AI-powered smart glasses, further cementing its commitment to innovation.
Caio Amato, Oakley’s Global President, commented: “Today marks the start of a new chapter. Travis embodies creativity, vision, and purpose.”
The first collaborative drop—featuring limited-edition T-shirts, hoodies, and posters bearing the Oakley logo—is now available on Travis Scott’s official website.
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