Oakley at 50: Redefining Vision Through Design, Culture, and Purpose

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This weekend, we were privileged to tour Oakley’s California headquarters, marking their 50th anniversary. The event was a blend of reminiscing about their past achievements and peeking into the future with the introduction of new strategies for continued growth.

The trend is worldwide for Oakley. By bringing Travis Scott onto their creative crew and teaming up with sports stars like Kylian Mbappé and Patrick Mahomes, Oakley is diving further into the world of sports, culture, and storytelling. Their collaborative strategy is intricate: they work with top names in global streetwear, yet remain mindful of emerging markets such as Brazil, where they’ve developed a strong alliance with PIET.

The harmony among delivering top-notch performance, fostering innovation, and maintaining cultural significance is what has kept Oakley at the forefront of disruption for an impressive five decades. In a unique interview with TopMob, four key figures from the brand – Caio Amato (Global President), Brian Takumi (Brand + Creative Lead), Ryan Saylor (Head of Advanced Product Development), and Nick Garfias (VP of Product Design) – look back on Oakley’s first 50 years and offer insights into what the next half-century might bring for a brand that consistently molds both performance and culture.

How, as a Brazilian in charge of a worldwide brand, do you perceive Oakley’s relationship with Brazil influencing its overall identity throughout the past five decades?

Caio Amato expresses that the affection for Oakley in Brazil is exceptionally strong. It’s one of the regions where we truly sense the brand thriving, as if Oakley represents a badge of identity or connection.

Oakley seeks to align with communities and innovators who emerge from the outskirts, as it is their creative energies that significantly shape our culture.

Moving forward, what role could a Brazilian viewpoint play in expanding Oakley’s global presence over the next five decades?

Our collaborations thrive when they are genuine, resonate with the community, and are driven by purpose. We shy away from fast fashion collaborations as we prioritize substance over quantity – it’s about making a tangible difference, not just increasing numbers. The future for us lies in addressing genuine issues: why should I still have to take out my phone to capture a sunset while cycling? It’s about redefining technology to unleash human capabilities.

How has creativity helped define Oakley’s voice and identity over the last 50 years?

At the core of Oakley lies a fusion of creativity and practicality. Since our inception, we’ve dared to defy norms not only in the products we create but also in the innovative methods we employ to design them. Our voice has always been distinctive, boldly unconventional, and fearlessly different. Oakley’s essence is deeply ingrained in the belief that vision encompasses much more than what meets the eye.

What needs to change creatively for Oakley to remain culturally relevant in the next 50 years?

To remain connected with the ever-evolving cultural landscape, it’s essential to maintain a spirit of inquisitiveness, and even go beyond by embracing discomfort. This is not just about aesthetics, but rather about making a conscious effort to engage meaningfully.

“It’s not about reinventing who we are, but constantly reimagining how we show up.”

How has product development shaped Oakley’s legacy of innovation over the past 50 years?

Ryan Saylor: “Through product design, Oakley’s vision has been transformed into enduring and iconic items – not just aesthetically pleasing, but significant, addressing issues people weren’t aware they faced. Our identity is deeply ingrained in those initial prototypes that dared to buck trends and establish a new standard for performance design.

What advancements or innovations do you think will ensure that Oakley remains leading-edge for the upcoming 50 years?

As a gaming enthusiast, I’m all about keeping the gameplay smooth and seamless, which means performance is my priority. But it’s not just about looks; I aim to go beyond the ordinary, striving for purpose-driven innovation that pushes design boundaries. Just like Oakley, I’m all about challenging the norm and bringing fresh ideas to the table – never being content with the status quo or simply following tradition.

How do you see design evolving to meet new expectations around function, aesthetics, and purpose?

As a devoted admirer, I’d express it this way: “For me, design isn’t just a one-time thing – it grows with each new generation. While the functionality may shift, the essence of what makes Oakley, Oakley, must always remain intact. The future of design lies in harmoniously combining function, aesthetics, and purpose, creating an authentic and culturally resonant end result.

As I stroll through our main office, it’s clear that the items we produce transcend their physical form. They have grown into narratives, sources of inspiration, and living demonstrations of science.

And when you look 50 years ahead, what makes Oakley special?

At Oakley, exceptional designs are birthed by tackling practical difficulties rather than merely producing items. We strive to develop innovations that amplify human capability, not only making products but offering solutions. What truly sets Oakley apart is our items don’t just function; they ignite passion and encourage individuals to break their boundaries.

As a gaming enthusiast, diving into Oakley’s 50th anniversary feels less like looking back at past achievements and more like stepping into a fresh level-up. The groundbreaking projects revealed at their headquarters – from revolutionary product innovations to collaborative ventures that span the realms of sports, fashion, and music – scream loud and clear: Oakley’s future is all about merging performance with culture in ways we never expected!

In the upcoming chapter, we won’t merely focus on eyewear or accessories. Instead, it delves into how Oakley continually pushes boundaries, poses tough questions, defies norms, and innovates groundbreaking solutions that motivate the global community.

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2025-08-28 01:56