OAKLEY SAVONA CREATIVE OUTPOST: BORN FROM OBSESSION

During Milan Men’s Fashion Week, the Oakley Savona Creative Outpost opens, the brand’s first-ever dedicated building designed for the evolution of Apparel, Footwear and Accessories (AFA).

Located in Via Savona, Milan’s fashion hub, the space spanning 3,000 square meters brings a showroom, event areas, a dedicated Experiential Room and offices in one station. It is a signifier of Oakley’s obsession to create, rooted in innovation, performance, function, and design.

“Oakley has always moved forward by staying close to its DNA,” says Caio Amato, Global Brand President. “The Savona Creative Outpost represents the next step in that evolution with a dedicated space built around invention and performance, informed by decades of design heritage and a refusal to follow convention. It gives us a new foundation to shape the future of the brand the same way it began: by creating what doesn’t exist yet, and building from the inside out.”

Inspired by a tunnel walk, the entrance reflects the moment athletes experience before performance. A sloping concrete-effect wall housing a large digital surface sits opposite a curved burnished metal wall, creating the moment of transition before entering the double-height showroom and experiential area.

The Experiential Room sits at the centre as a space for unrestricted thinking. It is where designers are given complete freedom to explore ideas, materials, and concepts. Defined by a strong, distinctive aesthetic, the room brings Oakley collections to the forefront and allows design inspiration to lead. It continues a long-standing process where athletes co-create with designers, designers test with athletes, and ideas are shaped by the elements.

AFA Creative Director Massimo Nicosia leads recent and future seasons as the category enters a new phase, always defined by innovation and a deep connection to the brand’s DNA.

“This space functions as a laboratory,” says Massimo Nicosia. “A place to isolate, reflect, and advance performance wear and textile innovation. Sportswear doesn’t follow trends…it follows its own rhythm, defined by engineering, material science, and use. The Oakley Savona Creative Outpost allows us to work at that pace. It’s an incubator where ideas are tested through construction and wear, and where the seemingly impossible feels possible.”

Born over 50 years ago in a garage creating BMX grips, it evolved into the Oakley Interplanetary HQ located in Southern California a bunker built on the original vision of Max Fearlight. The Via Savona, Milan location bridges that vision in an immersive environment.

Oakley Savona Creative Outpost, opens during Milan Men’s Fashion Week presenting FW26 Collections located at Via Savona 56. The EssilorLuxottica Tortona Experience Centre for Oakley eyewear located at Via Tortona 35.

By appointment only.