The US glasses brand Oakley based in Southern California has appointed the rapper, producer and entrepreneur Travis Scott to her chief visionary. It should redesign the future of the brand.
In a statement on Tuesday, Oakley said Scott was an “enormous driving force for Oakley’s cultural Renaissance”; by wearing the Oakley brand and integrating its glasses and logo into his post-apocalyptic tour wardrobe on his record-breaking Circus Maximus Tour.
Oakley has signed a multi -year partnership with Scott and will work closely with the rapper and the team of his brand Cactus Jack. Together they want to “lead the limits of design, innovation and cultural effects to new heights”.
The appointment of Scott as Chief Visionary is the starting point of a new chapter in Oakley’s 50-year history “to make the unconventional appear inevitable,” added the sports glasses and accessory brand.
Caio Amato, Global President of Oakley, said: “Today a new chapter begins in the history of Oakley: We welcome Travis Scott as our chief visionary. This title stands for creativity, conviction and determination to create something that is not just different – it is formative.”
Rapper Travis Scott should redesign the future of the Oakley brand
As part of the partnership, Scott and his Cactus Jack Krechaft team will work with the Oakley team. You will create new campaigns, reinterpret Oakley’s classic catalog of designs and offer perspectives for Oakley’s future glasses and clothing; With some of Scott’s favorite pieces from his stage appearances.
In addition, Oakley and Scott will create completely new brille designs together and present clothing collections together with Travis Scotts brand Cactus Jack.
“Inspired me what people think is impossible. It is about promoting culture and revising ideas to see how far they can go,” said Scott. “Oakley’s design is outstanding and I had to be part of it. We build something that connects tradition with the future – that’s just the beginning.”
In order to celebrate the partnership, three ‘day zero’ articles will be available on Scotts website that “are based on classic marketing materials for sunglasses”. The limited drop also contains a three-poster package and two items of clothing that give a first insight into the upcoming collaboration.
Scott is the youngest global artist who enters the glasses business. On June 9th, the rapper J Balvin, in cooperation with the high-performance sun glasses, glasses and safety glasses brand Revo, revealed a new design-oriented line called ‘NRGY by Revo’.
Oakley had previously teamed up with Meta to launch a new category of AI glasses. The Oakley Meta glasses combine the characteristic design DNA and the bold aesthetics of the brand with the top technology of Meta. They are equipped with a built-in camera, the frame integrated open-ear speakers and the water protection class IPX4.
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