The History of Oakley: From Humble Beginnings to a Global Icon

Oakley Back at Urban Industry

Its been a while since we last stocked Oakley sunglasses and now apparel here at Urban Industry. With the launch of new apparel ranges including the top tier Latitude and Reserve lines and the FGL (designed in Japan) ranges it was high time we dug back into the rich history of the brand to remind ourselves what its all about. 

Imagine a time before high-performance sports eyewear—a time when sunglasses were more about looking good than performing well. That’s the world Jim Jannard, the founder of Oakley, stepped into when he started his journey in 1975. Fast forward to today, and Oakley is a global powerhouse in sports and lifestyle optics, known for its cutting-edge technology and bold design spirit. But how did it all begin, and how did Oakley evolve into the cultural icon it is today? Let’s take a deep dive into the history of Oakley, from its garage-born origins to its present-day dominance.

The Birth of Oakley (1975–1980s): A Visionary’s Dream

Jim Jannard started Oakley in his garage with just $300 and an obsession with innovation. His first product wasn’t sunglasses—it was a revolutionary motorcycle grip, the Oakley Grip, designed to provide better traction. The grip’s success laid the foundation for what was to come: eyewear that changed the game.

In the early 1980s, Oakley introduced O-Frame goggles, designed for motocross riders. These weren’t just stylish—they featured high-impact resistance and superior clarity, setting a new standard in the industry. But the real breakthrough came in 1984 with the launch of the Oakley Eyeshades, the world’s first sports sunglasses. Inspired by cycling and designed for performance, they quickly gained traction among athletes, including Tour de France legend Greg LeMond.

The Rise of a Sports Eyewear Giant (1990s)

The 1990s were a golden era for Oakley. This decade saw the brand’s eyewear featured in mainstream sports and pop culture. Oakley introduced the M Frame, designed for professional athletes, and the X Metal series, pushing the boundaries of both style and function.

During this time, Oakley also began its long-standing relationship with extreme sports, endorsing legends like Michael Jordan, Lance Armstrong, and Tony Hawk. The brand’s reputation for high-performance optics grew, and Oakley became the go-to choice for athletes who demanded durability, precision, and innovation.

The 2000s: Expansion, Innovation, and Luxottica Acquisition

Oakley didn’t slow down in the 2000s. Instead, it expanded into apparel, footwear, and even military-grade eyewear. With innovations like High Definition Optics (HDO), Oakley continued to set industry standards.

In 2007, Italian eyewear giant Luxottica acquired Oakley for $2.1 billion. Some purists feared this would dilute Oakley’s rebellious, independent spirit, but the partnership enabled the brand to reach new heights, improving distribution and expanding product lines.

Modern-Day Oakley: A Legacy of Performance and Style

Today, Oakley remains at the forefront of eyewear technology, blending performance with bold, fashion-forward designs. Whether it’s the Prizm lens technology—which enhances colour contrast for different sports—or their collaboration with professional athletes, Oakley continues to lead in both function and fashion.

Beyond sports, Oakley has made waves in lifestyle fashion, partnering with designers and launching limited-edition collections. The brand’s streetwear appeal has grown, with celebrities and influencers wearing Oakley frames as a fashion statement.

Why is Oakley So Popular?

Oakley’s success can be attributed to three key factors:

1. Innovation – From impact-resistant lenses to Prizm technology, Oakley has always pushed the boundaries.

2. Athlete Endorsements – Oakley has been the eyewear of choice for some of the greatest sports icons.

3. Style Meets Function – Oakley frames aren’t just about performance; they make a statement.

Oakley X Satisfy Collaborations:

​In the realm of performance running gear, collaborations that merge innovation with style are rare. The partnership between Oakley and Satisfy Running stands as a testament to such a fusion, delivering products that cater to both functionality and aesthetic appeal. Central to this collaboration is the Plantaris sunglasses—a product that encapsulates the essence of both brands.​

The Genesis of the Collaboration

Founded in 2015 by Brice Partouche, Satisfy Running emerged from a desire to revolutionise running apparel by blending high-performance materials with avant-garde design. Partouche's vision was to create gear that resonates with the personal and introspective nature of running, much like the cultures of skateboarding and snowboarding he admired. Oakley, established in 1975, has a storied history of pushing the boundaries in sports eyewear, known for its radical designs and cutting-edge technology. The convergence of these two brands was a natural progression, aiming to redefine running equipment for the modern athlete. ​

Introducing the Plantaris Sunglasses:

At the heart of the Oakley x Satisfy collaboration lies the Plantaris sunglasses. Drawing inspiration from nature, the design embodies biomimicry, reflecting organic shapes and structures. This approach not only enhances aesthetic appeal but also functional performance. The high-wrap silhouette, reminiscent of Oakley's iconic 1990s designs, offers extensive coverage, crucial for trail runners and outdoor enthusiasts. ​

Key Features and Innovations

• Prizm™ Lens Technology: Central to the Plantaris is Oakley's Prizm™ lens technology, engineered to enhance color contrast and detail recognition. This feature ensures that runners can navigate diverse terrains with heightened visual clarity, improving both performance and safety. ​

• O Matter™ Frame: The frame is constructed from Oakley's proprietary O Matter™ material, known for its lightweight yet durable properties. This ensures that the sunglasses can withstand the rigors of intense physical activity without compromising comfort. ​

• Adjustable Temples: The rear temples feature a titanium wire core, allowing for customizable adjustments to achieve a secure fit. This adaptability ensures stability during dynamic movements, a crucial aspect for runners tackling uneven terrains. ​

• Unobtainium® Nosepads: Incorporated into the design are Unobtainium® nosepads, which increase grip with perspiration. This ensures that the sunglasses remain securely in place, even during intense workouts. ​

• Removable Nose Guard: A distinctive feature of the Plantaris is its removable nose guard, designed to provide additional protection against environmental elements. This adaptability allows runners to customize their eyewear based on specific needs and conditions. ​

Oakley Design Aesthetics

The Plantaris sunglasses are available in a matte black finish, exuding a sleek and modern aesthetic. The Prizm™ Bronze lenses not only enhance visual clarity but also add a subtle contrast to the overall design. The minimalist branding, with Satisfy's logo subtly placed on the nose bridge and Oakley's iconic 'O' on the temples, reflects a sophisticated and understated style.

A Look at the new Latitude & Reserve Apparel collections:

Oakley's Latitude Collection is a testament to the brand's commitment to blending innovation with style, catering to both urban explorers and outdoor enthusiasts. Drawing inspiration from nature and artifacts, this collection offers a range of accessories, footwear, apparel, and eyewear designed for versatility and performance. ​

Key Features of the Latitude Collection:

• Design Inspiration: Neutral colorways inspired by moss and olive tones—Moss Green, Olive Ink, Slate, and Sulfides—provide a distinctive yet understated aesthetic. ​

• Functional Apparel: Items like the Latitude Flex Vest are constructed with durable materials, offering multiple pockets for storage and adaptability for various adventures.

The Future of Oakley

With new advancements in smart eyewear and sustainability-focused products, Oakley is shaping the future of performance optics. The brand continues to innovate with AI-powered lenses, VR-ready sports eyewear, and environmentally conscious materials.

Conclusion

From a humble garage startup to a global leader in eyewear, Oakley’s journey is one of relentless innovation and style. Whether you’re an athlete, a fashion enthusiast, or someone who appreciates top-tier performance, Oakley has something for you.

After a long hiatus we welcome Oakley back to the Urban Industry Brand fold. Check our complete range of Oakey products here in store.