A quintessential brand of the 90s Oakley redefined the world of eyewear. Sleek frames, colourful reflective lenses and an ergonomic fit, the intent was to create products that both performed and transformed. Seen on a handful of playful celebs like Dennis Rodman or Tom Cruise in Mission Impossible II,  they’re even the go-to for athletes, including Kawhi Leonard who wore Oakley O-Frame ski goggles for the Toronto Raptors post-championship champagne shower.

A project that started in the garage of a motorcycle salesman, Jim Jannard, the brand was born when he invented a rubber material called Unobtainium. The rubber creation improved the efficacy of handlebar grips even amidst sweat, rain, and humidity. Seeing immediate success in the motocross world, the grip became known as the Oakley Grip - a name supposedly inspired by his dog.

By the 80s, Jannard ventured into eyewear and designed a pair of goggles for dirt biking. With space for a logo, Oakley gained instant recognition in biking. Building on the reputation built by the Oakley Grip and increased marketing potential, the brand expanded and made its first ski goggles, the 'O Frame'.

Oakley’s focus shifted to eyewear by the mid 80s, the Factory Pilot Eyeshades – full framed protective shades with a brow sweat pad revolutionized athletic eyewear.

 “Because he was already making goggles, he asked himself: How come there isn’t a sunglass that has the same coverage as a goggle? Jim actually went back to his shop, took a goggle, cut out a smaller shape from the goggles and put some coat hangers on the sides. The eyeshade was born, and the sport eyewear market was born.”

When Greg Lemond won second place at the Tour de France wearing the Eyeshades, Oakley drew worldwide attention. Fast forward to the 90s Bulls era, the MJ, Rodman, Pippen trio not only commanded on the court but had an unrivalled fashion influence – their rotation of the M Frames, Zeros and Mars being one of their most memorable fashion choices. But it was the OVERTHETOP debuted at the 2000 Olympics by Ato Boldon which shot Oakley in a realm of futurism, its sturdy over the head design was adopted by a plethora of eccentric figures such as Flavor Flav.