In a groundbreaking move for the iconic eyewear brand Oakley, Travis Scott has been appointed as the company’s first-ever Chief Visionary. Announced on June 25, 2025, this new role marks a significant collaboration between the Southern California-based brand and the acclaimed rapper, who will work closely with his Cactus Jack team to “reimagine the future” of Oakley.
Scott, a long-time fan of the brand, expressed his enthusiasm about this partnership, stating, “I had to be part of what Oakley was working toward.” He emphasized the importance of pushing cultural boundaries and exploring new ideas in fashion and design. “It’s about pushing culture and reworking ideas to see how far they can go,” he explained. Scott is eager to blend Oakley’s rich legacy with innovative future designs, calling it “just the beginning” of what they plan to create together.
The collaboration is officially kicking off with a series of Day Zero items, alongside a poster pack and apparel that reflect the fresh vision Scott brings to the brand. Upcoming campaigns and tour-approved merchandise are also expected to launch in the coming months, further solidifying Oakley’s commitment to evolving its visual and cultural identity.
Caio Amato, Global President of Oakley, hailed the partnership as a “bold new chapter” in the brand’s history. He described the title of Chief Visionary as one that embodies creativity, belief, and purpose, aiming to forge something transformative and defining for Oakley’s future.
Scott’s appointment comes at a time when he continues to expand his influence beyond music, showcasing his ability to innovate in various industries. As the Chief Visionary, he is set to play a pivotal role in shaping the brand’s direction, appealing to both loyal customers and a new generation of fans.
With this exciting new chapter ahead, fans and industry observers alike are eager to see how Travis Scott will influence Oakley’s design philosophy and cultural presence in the eyewear market.
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