Turns out everything Oakley needed was Travis Scott putting his favorite designer on a payroll. The artist was just named Chief Visionary Officer last year, but Scott was already deep into Williams’ world long before. Of course, Oakley didn’t create that connection, but it created two very fitting titles for it.
Williams came up through the Kanye West creative machine, Travis came out of it, different roles, same ecosystem. When Been Trill was just getting off the ground with Williams and Virgil Abloh, Travis had the tees, soon after the ALYX belts, and eventually worked his way to Williams’ namesake label too. From streetwear to Givenchy to Lady Gaga, eyewear was only a matter of time. On March 26, Williams was tapped as Oakley’s creative director, leading apparel, footwear, and accessories.
“Growing up in California, Oakley was part of my upbringing. I have always admired the brand’s technical and innovative intent, which greatly aligns with my own process and design language. Oakley has such a rich heritage, with history rooted in both performance sports and global culture. I am honored to join the company and look forward to working together with Travis and all Oakley teams to guide the brand into a new era,” said the latest addition to Oakley’s reset. With those two in the mix, the streetwear crowd is a natural target. And who knows, they might even get along with hikers.
