Oakley Names Matthew M. Williams Creative Director for Apparel, Footwear and Accessories
Thursday, March 26 2026 | 10 h 55 min | News
Oakley has named Matthew M. Williams as creative director of apparel, footwear and accessories, according to a company announcement.
The brand said Williams will work in close alignment with Travis Scott, who continues in Oakley’s role as Chief Visionary Officer. In his new position, Williams is expected to help lead the next chapter for Oakley’s apparel, footwear and accessories business across both sport and lifestyle categories.
According to the announcement, Williams will help define a new vision for the division’s future while drawing from Oakley’s existing brand DNA. The company said his design approach places a strong emphasis on form, materials and quality, and that under his direction, Oakley’s apparel, footwear and accessories collections will include both performance-driven and lifestyle products.
“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,” Williams said in the announcement. “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.”
Francesco Milleri, chairman and CEO of EssilorLuxottica, said the appointment comes at a key moment for the brand’s apparel, footwear and accessories collections.
“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,” Milleri said.
Source: Oakley
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