“First-ever Chief Visionary” was the concise caption that accompanied a 33-second Instagram video that sent the internet into overdrive. The post featured none other than Travis Scott, tagging along his cult streetwear label Cactus Jack, now in official collaboration with Oakley. The fans roared, the hype rolled in, and eyewear enthusiasts? They saw the future.
While this may be Oakley’s first formal partnership with the genre-shifting rapper, Travis Scott has long been a quiet champion of the EssilorLuxottica-owned, Southern California-rooted eyewear brand. He’s been spotted in archival Oakley pieces for years, often blending their performance heritage with his dystopian streetwear aesthetic. This new partnership simply formalises what fans have known for a while: Travis was already the brand’s cultural ambassador—and Oakley just caught up.
In his newly minted role as Chief Visionary, Travis will lead Oakley’s creative direction for the next three years (at least). According to the official release, he will oversee the design of culture-defining products, with the potential for entirely new eyewear silhouettes, and introduce collaborative apparel through the Cactus Jack lens. Translation? Oakley just got a S-E-R-I-O-U-S style upgrade.
To kick off the collaboration, a capsule titled Day Zero launched exclusively on Travis Scott’s webstore. It includes a graphic hoodie, T-shirt, and poster pack—a visual preview of the storm to come.
Travis Scott's Grailed Oakley Moments
Before this announcement ever happened, Travis was already pulling rare Oakleys out of the vault. Here’s a look at his grailed list of appearances that prove he’s been seeding Oakley’s return to cultural relevance long before the ink dried:
Oakley Juliet
In Cultured Magazine, September 2024 – a nod to futuristic design that matched the issue’s dark romance.
Oakley Radarlock Path Tokyo Giants Edition
At the USC Bookstore, May 2024 – archival and athletic in equal measure.
Black Oakley Plantaris
Courtside at the LA Clippers Game, March 2024 – proving sporty doesn’t mean subtle.
Oakley Plantaris, Eye Jacket, and vintage Valve (Gen 1)
Worn during the European leg of the Circus Maximus tour, August 2024. A full trilogy of rare Oakleys in one go.
Did you spot the Oakley body armour he commissioned for that performance in the last photo above?
Oakley X-Metal Romeo
Worn in Florida, November 2023 – a true collector’s grail.
Oakley Plate
Featured in Utopia: The Movie, July 2023 – a cinematic statement for a cinematic album.
Oakley Over The Top FMJ
Spotted in Japan, March 2023 – nothing says “fashion anarchist” quite like these.
A$AP Rocky x Ray-Ban Déjà Vu?
The move feels familiar, echoing A$AP Rocky’s creative directorship with Ray-Ban earlier this year (we got the news covered too). But while Rocky brings slick luxury nostalgia, Travis leans maximalist, alien, and unapologetically underground. Could we see a crossover in the future? We wouldn’t say no! But we prefer one evolution at a time.
As the new visionary at Oakley’s creative helm, Travis Scott may be about to rewrite how we see performance eyewear. What was once niche, sporty, and strictly functional is now front-row, stage-lit, and street-certified.
Ready to build your own grail list? Shop eyewear that nods to Travis Scott’s Oakley legacy from the past, present, and soon-to-drop, online now at Pretavoir!
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