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Behind the HYPE: Oakley | HYPEBEAST
California-based Oakley enjoyed their first big hit in the ’90s after leading a series of collaborations with top athletes including Michael jordan at the time. One of the brand’s most loyal wearers, Dennis Rodman, even donned a pair on court and in his role as Yaz in the cult favorite 1997 film. Doubles team. The eyewear mainstay continues to attract an all-star clientele with Kim Kardashian, Bad Bunny and Pharrell Williams owning several pairs from the long-running franchise of the performance sunglasses brand. It’s hard to pin down the runaway success of the Oakleys in the ’90s to just one factor. The presence of brands in sports, fashion and entertainment has all played a huge role in cultivating the long-standing appeal of brands.
Oakley has partnered with countless streetwear brands for collaborations and even made runway appearances. In 2018, the brand partnered with KITH for the Aspen brand collection of eyewear and headgear. The following year, Oakley joined forces with Vetements on a spiked Radar EV model, then continued their collaboration with Palace on a pair of Mumbo shades. Not to mention that Samuel Ross, the founder of A-COLD-WALL, has released a capsule collection with the brand every year for the past three years with the clothing, bag and eyewear design duo. eyeglass capsule called the Kokoro collection with its hand painted brush strokes.
Athletes also prefer to wear a pair of Oakleys than any other performance oriented glasses. Tiger Woods promotes the brand on and off the course. Track athlete Ato Bolton wore iconic Oakleys Over The Top FMJ Silver Fire Iridium sunglasses at the 2000 Summer Olympics and a professional golfer Jarmo Sandelin is also a fan of glasses X Men-meets-Born killers Brands are appealing not only to sports and fashion, but also to the film industry. Pairs of Oakleys have appeared in a range of films, with notable appearances on Brad Pitt as Tyler Durden in Fight Club and Tom Cruise as Impossible missions Ethan Hunt.
Oakley was founded in 1975 by Jim jannard who only had US $ 300 to his name and dreamed of developing the world’s most innovative handlebar grip. The technology used for the Oakley grips became the basis for the Oakley motocross goggles which were first released in the late 1970s, but received poor technical reviews. However, BMX riders were delighted with the look of the Oakley goggles on their helmets. And now, with the resurgence of ’90s nostalgia, along with the influx of brand collaborations, Oakley is back in the spotlight and is about to continue.
Learn about Oakley’s history and successes in the video above, then brush up on your knowledge of Arcteryx’s legacy.
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