Travis Scott marks his debut as Chief Visionary at Oakley with the highly anticipated return of the MUZM X-Metal Juliet, reissued in a limited edition exclusively in Tokyo. This strategic relaunch celebrates the brand’s technological legacy with exceptional X-Metal craftsmanship and a sculptural approach to optical design. Why is Juliet considered a cult frame in […]
Travis Scott at Oakley: more than a name on a product
This isn’t a celebrity endorsement. Oakley has brought Travis Scott into the company structure with real influence. His role as chief visionary means input on product design, visual identity, brand campaigns, and long-term storytelling.
Travis Scott is one of the most visually-driven artists in the game. His concerts, videos, and collaborations (Nike, Dior, McDonald’s, PlayStation) are full-blown aesthetic universes. Oakley is tapping directly into that creative energy—not for buzz, but for direction.
His involvement starts from the ground up: concepting, design decisions, campaign imagery. Oakley is betting on his ability to speak to the next-gen consumer who values creativity, depth, and a clear cultural code.
lab 2.0: retro roots, futuristic edge
Their first drop? Lab 2.0, a limited-edition collection revisiting a classic Oakley silhouette from the ’90s. The frame is updated with modern materials, refined angles, and a sleeker fit. Available in matte black or reflective chrome, the glasses hit a sweet spot between sport performance and street fashion.
Every detail reflects Travis Scott’s style—minimal branding, a futuristic vibe, and sharp design language. Even the packaging follows his aesthetic code: dystopian, polished, and collectible. This isn’t just a launch, it’s a full creative statement.
why Travis Scott is the right long-term bet for Oakley
Travis Scott is a cultural engine. He doesn’t just influence fashion—he defines it for an entire generation. Oakley recognizes that, and they’re giving him the keys to help reposition the brand for younger audiences.
The eyewear market is shifting. Glasses are no longer just technical accessories—they’re fashion signals, cultural markers. Travis Scott understands how to make products iconic. For Oakley, that’s a bridge to new relevance.
Unlike many artist-brand collabs that fade after a single campaign, this deal is built to last. Travis Scott will help shape Oakley’s product roadmap, its storytelling tone, and even future brand categories.
Oakley evolves from performance to cultural relevance
Oakley has always been rooted in performance—cycling, action sports, snow. But now the brand is clearly expanding. With Travis Scott as a creative partner, Oakley steps deeper into fashion, music, and lifestyle spaces without losing its technical edge.
This move is more than rebranding. It’s a cultural pivot. Gen Z and millennials care about why a product exists. Who made it. What it says. Travis Scott knows how to turn design choices into cultural language. And Oakley is now speaking that language.
With him onboard, Oakley aims to become more than a sports eyewear brand. It wants to be part of the creative conversation, the kind that defines taste in music videos, Instagram drops, and streetwear forums.
this is Travis Scott shaping the future, not just promoting it
Naming Travis Scott Chief Visionary Officer is a bold structural choice. He’s not endorsing. He’s co-creating. That makes this one of the most ambitious artist-brand partnerships in recent years.
For Travis Scott, it’s a natural move—expanding his creative universe. For Oakley, it’s a clear signal: the brand isn’t just adapting, it’s evolving.
Together, they’re setting the tone for a new era in eyewear. One that blends function, fashion, and cultural meaning—led by one of the most influential voices of the decade.
