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

Oakley is celebrating its 50th anniversary — and we had the chance to visit its California headquarters for a weekend that looked both backward and forward. Alongside celebrations of its rich legacy, the brand unveiled some of the initiatives that will shape the decades to come.

The momentum is global. From announcing Travis Scott as part of its creative team to partnerships with Kylian Mbappé and Patrick Mahomes, Oakley is leaning deeper into sport, culture, and storytelling. Its approach to collaboration is equally layered: working with the biggest names in global streetwear while also paying attention to emerging markets, such as Brazil, where it has built a solid partnership with PIET.

This balance between performance, innovation, and cultural relevance is what has kept Oakley disruptive for five decades. In an exclusive conversation with Hypebeast, four of the brand’s leaders — Caio Amato (Global President), Brian Takumi (Brand + Creative Soul), Ryan Saylor (Head of Advanced Product Development), and Nick Garfias (VP of Product Design) — reflect on Oakley’s first 50 years and share what the next fifty might hold for a brand that continues to shape culture as much as performance.

As a Brazilian leading a global brand, how do you see Oakley’s connection with Brazil shaping its identity over the last 50 years?

Caio Amato: “The love for Oakley in Brazil is incredibly high — it’s one of the places where we feel the brand most alive, almost like a symbol of belonging.”

“Oakley wants to stand with communities and creators who come from the margins, because they’re the ones truly moving culture.”

And looking ahead, how can that Brazilian perspective help Oakley grow globally in the next 50 years?

“Our partnerships only work when they’re authentic, relevant to the community, and purpose-driven. We don’t do fast fashion collabs because it’s not about volume — it’s about real impact. The future for us is solving real problems: why should I still need to pull my phone out to capture a sunset while riding my bike? It’s about reinventing technology to unlock human potential.”

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

Brian Takumi: “Creativity and functionality have always been the heartbeat of Oakley. From the very beginning, we’ve challenged convention — not just in what we make, but in how we think to make it work and perform. Our voice has always been bold, unconventional, and unapologetically different. Oakley’s identity is rooted in the idea that vision goes far beyond what you can see.”

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

“To stay culturally relevant, we need to stay curious and, more than that, stay uncomfortable. It’s more than an aesthetic — it’s purposeful intent.”

“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: “Product design has helped turn Oakley’s vision into iconic and timeless products — not just beautiful, but meaningful, solving problems people didn’t even know they had. The essence of who we are today is rooted in those first prototypes that challenged convention and redefined what performance design could be.”

And what breakthroughs or technologies do you believe will keep Oakley at the forefront for the next 50 years?

“Our responsibility is to keep performance at the center, while pushing design beyond aesthetics into purpose-driven innovation. Oakley’s story is about challenging the status quo: never settling, never just following tradition, but always bringing new perspectives to the table.”

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

Nick Garfias: “For us, design is not static — it evolves with generations. Function has to change, but you can never lose the DNA of what makes Oakley, Oakley. The future of design is about blending function, aesthetics, and purpose in ways that feel authentic and culturally relevant.”

“When I walk through our headquarters, I see a legacy of products that became more than objects — they became stories, inspirations, and even science in motion.”

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

“Great design at Oakley comes from overcoming real-world challenges, not just creating products, but creating solutions that elevate human potential. What makes Oakley special is that our products don’t just perform — they inspire people to express themselves and push their limits.”

Oakley at 50 feels less like a retrospective and more like a reset. The projects unveiled at headquarters — from disruptive product innovations to collaborations spanning sport, fashion, and music — made clear that the brand’s future lies in blending performance with culture in new and unexpected ways.

The next chapter won’t just be about eyewear or gear. It’s about Oakley continuing to ask difficult questions, challenge conventions, and create solutions that inspire the world.