Oakley has tapped Travis Scott to become its first-ever Chief Visionary, unveiling a multi-year creative partnership that aims to redefine the eyewear brand’s place at the intersection of fashion, sport, and culture. The Houston-born artist and his Cactus Jack collective will now play a central role in shaping Oakley’s aesthetic direction, injecting the brand’s 50-year legacy with new energy, bold design perspectives, and cultural relevance.
Over the past few years, Scott has organically incorporated Oakley’s futuristic eyewear into his signature dystopian style—often sporting the brand’s distinctive frames during live performances and public appearances. That connection has helped fuel Oakley’s cultural resurgence, positioning the brand as both a nostalgic staple and a modern symbol of avant-garde fashion.
“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,” said Caio Amato, Global President of Oakley.
As part of the collaboration, Travis and the Cactus Jack team will work closely with Oakley designers to reimagine legacy eyewear styles, introduce entirely new silhouettes, and roll out apparel collections through Scott’s signature creative lens. Expect future drops to draw influence from his tour wardrobe, offering pieces that reflect his boundary-pushing approach to fashion and stage design.
Scott, who has built a reputation for blurring the lines between music, design, and streetwear, expressed his excitement for the new role. “I’m inspired by what people think can’t be done. It’s about pushing culture and reworking ideas to see how far they can go,” he said. “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.”
To commemorate the launch of the collaboration, Oakley and Cactus Jack dropped a “Day Zero” capsule today on shop.travisscott.com. The limited release includes a three-poster set and two apparel pieces inspired by classic sunglass shop visuals, offering an early glimpse of what the partnership promises to deliver in the seasons ahead.