Oakley hires Matthew M Williams
Oakley just named Matthew M Williams Creative Director for apparel, footwear and accessories — the news pulled big engagement: 125 likes, 8 reposts and 7,549 views on the announcement post today (x.com). Expect a street‑meets‑tech direction given Williams’ profile and Oakley’s sport‑heritage platform. (x.com)
Caio Amato, Oakley’s global president, called Williams “well‑rounded,” saying he’s as skilled at production planning and operations as he is at “turning feelings into products.” (wwd.com) Williams told WWD he’s been a fan of Oakley since childhood, noting he played soccer in Irvine near the brand’s base and even joined the interview while driving to Oakley’s headquarters. (wwd.com) He said he will divide his time between Milan—where Oakley’s apparel, footwear and accessories operations are based—and key international markets including Brazil and Japan, after relocating from Paris to St. Moritz in recent years. (wwd.com) The move further formalizes his creative link with Travis Scott, whom Oakley named Chief Visionary in June 2025, and WWD reports Scott is preparing a product drop connected to the brand in the coming weeks. (oakley-media-hub.prezly.com) Williams sold a majority stake in his label 1017 ALYX 9SM to Hong Kong entrepreneur Adrian Cheng in November 2023, and he stepped down as Givenchy’s creative director effective January 1, 2024. (hypebeast.com) Industry outlets note the hire is meant to accelerate Oakley’s non‑eyewear businesses and raise the brand’s profile ahead of heightened visibility for the company around the 2026 Milan‑Cortina Winter Games. (wwd.com)
