Matthew M. Williams joins Oakley as Creative Director of Apparel, Footwear and Accessories (AFA). In close alignment with Travis Scott, Oakley’s Chief Visionary Officer, Oakley appoints Williams to elevate the clothing, accessories, and footwear in sports and lifestyle.
For over 50 years, Oakley has designed with purpose, wrapping science in art to create products built to perform. Now, that legacy will continue with recoded design language.
A New Vision for Oakley AFA
Williams will lead Oakley AFA into its next chapter, defining a new vision for the brand’s future that draws from Oakley’s DNA. Matthew honed a unique sensibility that bridges core values with innovation, whereas his distinct design language has a strong emphasis on form, materials, and quality. Under his direction, Oakley AFA will present both performance-driven and lifestyle collections, prioritizing product innovation across all categories.
“Growing up in California, Oakley was part of my upbringing. I have always admired the brand’s technical and innovative intent, which greatly aligns with my own process and design language.” said Matthew M. Williams, new Creative Director of Oakley AFA. “Oakley has such a rich heritage, with history rooted in both performance sports and global culture. I am honored to join the company and look forward to working together with Travis and all Oakley teams to guide the brand into a new era.”
“This is the ideal moment to welcome Matthew Williams to elevate Oakley’s AFA collections and expand the offering of one of the world’s most innovative brands. Sport performance, technology, and Oakley’s distinctive heritage will continue to shape the brand’s future collections with Matthew’s creative direction,” commented Francesco Milleri, Chairman and CEO at EssilorLuxottica.
