In recent years, Travis Scott has played a key role in shaping the perception of Oakley, thanks to his distinctive looks featuring the brand during the Circus Maximus Tour. What began as an organic connection is now becoming an official collaboration: Oakley and Travis Scott are joining forces to reimagine eyewear and apparel together.

As the first-ever “Chief Visionary” in the brand’s history, Travis Scott — alongside his Cactus Jack creative team — will help shape Oakley’s future, with the goal of redefining design, innovation, and cultural relevance. This multi-year partnership is set to make that vision a reality.

With his post-apocalyptic aesthetic and consistent use of iconic Oakley silhouettes and logos, Scott has been instrumental in fueling the brand’s cultural resurgence — not through traditional marketing, but through a sharp sense of visual language, zeitgeist, and originality. His new role marks a turning point in Oakley’s 50-year journey — one where the unconventional has long since become the norm.

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“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.”
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— Caio Amato, Global President of Oakley

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As part of the partnership, Oakley and Cactus Jack will develop exclusive campaigns, reinterpret classic Oakley silhouettes, and offer a first glimpse at future eyewear and apparel collections — with some of Scott’s favorite tour pieces also making an appearance.

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The partnership will also include entirely new eyewear models developed jointly by Oakley and Cactus Jack, along with a clothing line initiated by Cactus Jack — designed exclusively for Oakley.

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“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 Travis Scott, Oakley Chief Visionary. “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.”
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— Travis Scott, Chief Visionary of Oakley

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Photos via Oakley