Oakley announced on Monday the appointment of Travis Scott to the role of chief visionary, a newly creative position, as the U.S. eyewear giant looks to tap into the rapper’s star power and unique style.
The duo have formed a multi-year partnership that looks to evolve the brand’s creative direction across eyewear, apparel, and more.
Scott and his Cactus Jack team will work closely with the EssilorLuxottica-owned Oakley to create new campaigns, reimagine a classic catalog of styles, and bring unreleased eyewear and apparel to market, including some of Scott’s styles that he has previously worn on stage during his “Circus Maximus” tour.
The two parties will also create new eyewear styles and introduce collaborative apparel through Scott’s Cactus Jack brand, according to a press release.
“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,” said Scott.
“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 mark partnership, three Day Zero items are available now via Scott’s website, including a 3-poster pack and two apparel pieces offering an early glimpse into the new partnership.
“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.
In its most recent trading update, parent company EssilorLuxottica reported a 7.3% increase in first-quarter revenue at constant rates, and reaffirmed its target of mid-single-digit percentage growth in annual revenue between 2022 and 2026 at constant exchange rates, with a goal of 27-28 billion euros by the end of the period.
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