Travis Scott Named Oakley’s First Ever “Chief Visionary” in Groundbreaking Partnership
Travis Scott has officially been announced as the first-ever “Chief Visionary” for the iconic sunglasses brand Oakley, marking a bold new direction for both the artist and the company. Known as a longtime fan of Oakley’s innovative designs, Scott has signed a multi-year contract that is expected to influence the brand’s future in fashion and culture.
While the full scope of the “Chief Visionary” role has not been detailed, Travis Scott shared his excitement and vision for the collaboration in a recent statement: “I’m inspired by what people think can’t be done. It’s about pushing culture and reworking ideas to see how far they can go. Oakley’s design game is next level, and I had to be part of that. We’re building something that blends legacy with the future. This is just the beginning.”
Oakley’s Global President Caio Amato echoed this enthusiasm, highlighting the significance of the partnership: “Today marks a bold new chapter in Oakley’s history as we proudly welcome Travis Scott as our Chief Visionary—a title that speaks to creativity, belief, and purpose, to forge something that’s not only different, it’s defining.”
To celebrate the announcement, Oakley has already dropped new merchandise tied to Scott’s creative input, including hoodies, shirts, and posters that reflect his unique style and influence.
This collaboration fits perfectly with Travis Scott’s reputation as a cultural tastemaker who blends music, fashion, and art. His involvement with Oakley is poised to push the boundaries of design and innovation within the brand, bringing fresh energy and perspective to their legacy.
On the music front, however, Scott has recently faced some criticism from longtime rapper Pusha T. In the latest single from Clipse, So Be It, Pusha T took direct shots at Scott, rapping:
“You cried in front of me, you died in front of me / Calabasas took your bitch and your pride in front of me / Her utopia had moved right up the street / And her lip gloss was poppin’, she ain’t need you to eat.”
Pusha later explained in an interview with GQ that his feud with Travis partly stems from Scott’s verse on Meltdown, which includes disses aimed at legendary producer Pharrell Williams. Pusha described the backstory:
“The true context of that is we were in Paris, literally working, and he was calling to play P his new album. He came to [Pharrell’s] studio. He interrupted a session. He sees me and Malice there. He’s like, ‘Oh, man, everybody’s here,’ he’s smiling, laughing, jumping around, doing his fucking monkey dance. We weren’t into the music, but he wanted to play it, wanted to film [us and Pharrell listening to it]. And then a week later you hear Meltdown, which he didn’t play.”
Despite the ongoing tensions in the music sphere, Travis Scott’s new role with Oakley signals an exciting chapter for his career beyond music. As Chief Visionary, he is set to redefine what it means to merge culture and cutting-edge design in the world of fashion accessories. Fans and industry insiders alike will be watching closely to see how this partnership unfolds in the coming years.
