Travis Scott signs his first Oakley frames The rapper, Chief Visionary Officer of the brand since 2025, revisits three iconic frames and kicks off the partnership
Travis Scott is beginning to make his mark on Oakley. A year into the partnership with the brand, the rapper has put his touch on three of the most iconic frames in the catalog, reinterpreting them through the visual codes of Cactus Jack and turning them into a meeting point between fashion and pop culture.
The first Cactus Jack x Oakley drop features the Plantaris, Straight Jacket 99, and Eye Jacket Redux — three models born in different eras of the brand's history, united by the same sporting and futuristic design language. Scott leaves the frame construction untouched and focuses his work on color and details, choosing brown as a recurring element and pairing it with Prizm Snow Black lenses, developed to enhance contrast and visual definition. For years, the color has been a fixture in the Cactus Jack universe, founded in 2018, and here it becomes the thread connecting the rapper's identity to the brand's technical language.
The capsule is also the first tangible project to emerge from Scott's role as Chief Visionary Officer at Oakley, a position he has held since 2025. The multi-year agreement was announced with the goal of pushing the brand into new creative territories, expanding its visual world without losing its connection to the product and its own archive.
The campaign follows the same direction. Behind the camera is Nicolas Winding Refn, while the star is Justin Jefferson, wide receiver for the Minnesota Vikings and a Team Oakley athlete. A combination that brings together cinema, sport, and music in a single narrative, reinforcing the brand's bid to occupy a space increasingly close to contemporary fashion.
The collaboration with Scott comes as Oakley is redefining its creative positioning. The brand has entrusted Matthew M. Williams, founder of 1017 ALYX 9SM and former creative director of Givenchy, with overseeing apparel, footwear, and accessories. His first projects have yet to be unveiled, but the direction is already clear: reclaim the cultural weight of the Oakley archive and use it as the foundation for a new chapter in the brand's story.