Oakley enters a new era and it’s dressed in Cactus Jack. The legendary eyewear brand has named Travis Scott as its first-ever Chief Visionary, launching a multi-year partnership that promises to redefine the brand’s creative direction and cultural reach. Long before this official title, Scott was already shaping Oakley’s renaissance. His tour looks have regularly featured the brand’s distinctive eyewear, seamlessly blending post-apocalyptic aesthetics with technical edge. That organic connection now evolves into something more deliberate: a fusion of vision, influence, and design.

“Today marks a bold new chapter in Oakley’s history,” said Caio Amato, Oakley’s Global President. “Welcoming Travis as our Chief Visionary isn’t just a creative move — it’s a defining one.”

In this new role, Scott and his Cactus Jack creative team will collaborate closely with Oakley’s in-house designers to reimagine archival silhouettes, develop future-facing eyewear and apparel, and launch campaigns that feel more like cultural moments than marketing. Expect the unexpected: from Scott’s tour staples to completely new designs, all viewed through his genre-defying lens.

“I’m inspired by what people think can’t be done,” says 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.”

To kick things off, the duo is dropping three “Day Zero” items including a poster set and two exclusive apparel pieces, now available at shop.travisscott.com. Styled like retro sunglass shop merch, the teaser offers a first glimpse into a collaboration that’s set to disrupt more than just fashion. With Scott behind the wheel, Oakley isn’t just making sunglasses, it’s rewriting the blueprint for what a heritage brand can become.

Read more at www.oakley.com

Image courtesy of Oakley