MATTHEW M. WILLIAMS NAMED CREATIVE DIRECTOR APPAREL, FOOTWEAR AND ACCESSORIES AT OAKLEY AS TRAVIS SCOTT CONTINUES THE BRAND’S “CHIEF VISIONARY OFFICER” JOURNEY

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. 

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. 

About Oakley Inc. 

Founded in 1975 in Foothill Ranch, Southern California, Oakley has built a global legacy in sport performance and culture. With over 900 patents and counting, Oakley is fueled by a legacy of delivering the unexpected, led by a collective of visionaries, pioneers, and mad scientists who elevate physics to an art form to push the boundaries of human potential. This relentless pursuit of innovation beyond reason has made Oakley one of the most iconic and inimitable brands in sport, trusted by world-class athletes globally who rely on the brand to perform at the highest level. 

Oakley is known for its High-Definition Optics and Prizm™ technology, offering optical clarity, precision, impact resistance, and UV protection in its range of eyewear, from sunglasses and prescription eyewear to premium goggles. The brand’s design philosophy extends to apparel, footwear and accessories that deliver technical excellence and bold aesthetics. 

Proudly part of EssilorLuxottica, Oakley continues to design for the future and deliver to the present. Additional information is available at oakley.com. 

Matthew M. Williams, Oakley Apparel Footwear & Accessories (AFA) Creative Director – Biography  

Matthew M. Williams, Creative Director of Oakley Apparel, Footwear and Accessories (AFA), brings a modern approach and deep expertise rooted in technical and design innovation through advanced materiality, performance, functionality and form. 

Born in Chicago and raised in California, Williams has collaborated with leading talent in art, music, photography, and fashion over his two-decade career, shaping a refined aesthetic grounded in creative purpose and craftsmanship. 

He is the founder of his independent namesake label Matthew M. Williams; founder of fashion label 1017 ALYX 9SM; and former Creative Director of Givenchy, where he oversaw complete men’s and women’s collections. Through NIKE MMW, Matthew designed his own collection within the global Nike brand, which served as a decade-long launchpad for innovation - including the development of entirely new footwear systems and the world’s first treadmill-specific running shoe.  

In addition, Williams has collaborated with internationally renowned brands such as Dior, Moncler, and Audemars Piguet.  

Travis Scott, Oakley Chief Visionary Officer – Biography  

Travis Scott is Oakley’s first-ever Chief Visionary Officer, driving a new era for the brand through boundary-pushing design, forward-thinking innovation, and a renewed cultural edge.  Together with his Cactus Jack creative team and Oakley, they are redefining the brand’s iconic designs and shaping new storytelling platforms to inspire the next generation. 

Travis Scott the globally influential artist and cultural force whose work spans music, design, and brand innovation. Known for his instinctive approach to building worlds, Scott has redefined how artists engage with product, experience, and community.