Oakley now has a Chief Visionary for the first time in the Southern California-based brand’s decades-long history, with Travis Scott stepping into the role as part of “a new chapter.”
Per Scott, he simply “had to be part of” what Oakley is cooking up at the moment.
“I’m inspired by what people think can’t be done,” Scott said in a statement shared with Complex. “It’s about pushing culture and reworking ideas to see how far they can go. Oakley’s design game is next level, and I had to be part of that. We’re building something that blends legacy with the future. This is just the beginning.”
With his new title of Chief Visionary, Scott, a longtime fan of the brand, will work with his Cactus Jack team to “reimagine the future” of Oakley. The partnership is billed as lasting multiple years, with today’s announcement commemorated via a trio of Day Zero items, including a poster pack and apparel. This is simply the kickoff, however, with new campaigns and tour-approved pieces set to launch in the months ahead.
“Today marks a bold new chapter in Oakley’s history as we proudly welcome Travis Scott as our Chief Visionary—a title that speaks to creativity, belief, and purpose, to forge something that’s not only different, it’s defining,” Caio Amato, Global President of Oakley, said in a statement.
Below, get a closer look at what Trav and Oakley are bringing to the table in celebration of the Chief Visionary announcement.
Scott’s history of high-profile brand collaborations is extensive—extensive enough, in fact, to spur this complete timeline of La Flame partnerships ranging from Been Trill to Reese’s Puffs. The Utopia artist is also on the cover of the latest print edition of Complex, available now on Complex Shop and IRL at select stores.
