Oakley appoints Matthew M. Williams as Creative Director of Apparel, Footwear and Accessories. He will work with Travis Scott, who continues as Chief Visionary Officer. Williams will guide upcoming collections with a focus on product innovation, with an approach grounded in form, materials, and quality, as Oakley develops both performance-driven and lifestyle collections.
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Born in Chicago and raised in California, Williams has built a two-decade career in fashion and design. He founded his independent namesake label and 1017 ALYX 9SM, and he previously served as Creative Director at Givenchy, where he oversaw both men’s and women’s collections.
Through NIKE MMW, Williams developed new footwear systems for Nike, including a treadmill-specific running shoe. His work also includes collaborations with Dior, Moncler, and Audemars Piguet.
Williams connects Oakley to his upbringing in California and says he has long admired the brand’s technical and innovative intent, which aligns with his own process and design language. He also points to Oakley’s history in performance sports and global culture, and says he is honored to join the company and looks forward to working with Travis Scott and Oakley teams to guide the brand into a new era.
Francesco Milleri, Chairman and CEO at EssilorLuxottica, describes this as the right moment to bring Matthew Williams into Oakley to develop its apparel, footwear, and accessories and expand the brand’s offering. He points to sport performance, technology, and Oakley’s history as factors that will shape future collections under Williams’ direction.
Oakley was founded in 1975 in Foothill Ranch, Southern California. The company holds more than 900 patents and develops products used by athletes at a high level. Its eyewear includes High-Definition Optics and Prizm technology, which support optical clarity, precision, impact resistance, and UV protection across sunglasses, prescription eyewear, and goggles.
The brand extends this technical approach into apparel, footwear, and accessories, applying the same focus on performance and design across categories. Travis Scott remains Oakley’s Chief Visionary Officer and works with his Cactus Jack team on design and storytelling.
