Matthew M. Williams has joined Oakley as its new creative director

In collaboration with Travis Scott, the brand is moving towards a new direction where performance meets contemporary design.

The global sportswear landscape is being reshaped with the appointment of Matthew M. Williams as Oakley’s new head of apparel, footwear and accessories, marking the start of a new era that promises to redefine the codes of technical performance from a cultural and contemporary perspective.

Following his departure from Givenchy at the end of 2023, the designer has now joined the brand with a mission to bridge the gap between high performance and everyday lifestyle. He will do so alongside Travis Scott, Oakley’s Chief Visionary, and together they will amplify the brand’s essence in a way that only two geniuses can.

“There is enormous potential and a rich history that fits perfectly with my background,” says Matthew, suggesting that this move stems as much from creative intuition as from a personal connection.

From now on, he will be responsible for overseeing the AFA (apparel, footwear & accessories) divisions, bringing together design, product and strategy under a single leadership. His profile is exactly what Oakley needs to navigate a landscape where the product is in constant dialogue with culture.