Oakley Celebrates 50 Years with ‘The Bunker’ in Kuala Lumpur
Fearless vision
Sunglasses have long been more than just sun-shields—they’re statements of identity and markers of culture. Few brands have shaped that story as decisively as Oakley. What began in 1975 as Jim Jannard’s garage lab in Southern California has become a global design force.
Fifty years on, that journey of ambition and imagination is celebrated at ‘The Bunker’—a one-of-a-kind installation at The Grey Box, GMBB Kuala Lumpur. A first in Southeast Asia, the exclusive exhibition traces its evolution from bold beginnings to a boundary-pushing future.
The journey kicks off with Oakley’s roots: Jannard’s original motocross grips—a design that first caught the world’s attention. From there, the installation moves through eyewear that has become cultural icons—from Ato Boldon’s Over-The-Top shades at the 2000 Sydney Olympics to contemporary statements like the Muzm Straight Jacket and Muzm Eyeshade. Each piece celebrates the fearless creativity at the heart of Oakley’s legacy.
Also on display is the Eye Jacket™—a 1994 release that redefined what performance eyewear could look like. Its distinctive design made an impact then, and it remains a cult favourite among athletes and fashion lovers alike today.
Then comes the now. The Ellipse 50th anniversary collection marks Oakley’s latest chapter—shaped in homage to the brand’s iconic logo. The design draws on decades of aesthetic evolution: curves that nod to the ‘90s, a modern stem jog inspired by the Radar EV, and a futuristic lens shape brought to life through PhysioMorphic™ Geometry. Finished in a Midas Fleck treatment with black lucid and gold accents, and paired with Prizm™ 24K lenses, it stands as a symbol of past and future colliding.
In performance, Oakley continues to push limits. ‘Retention Redefined’ introduces a cutting-edge eyewear system for elite athletes, where advanced engineering meets bold design to raise the bar once again.
Additionally, Oakley is making waves in culture with the appointment of Travis Scott as its first-ever Chief Visionary—rewriting the brand’s creative playbook. The multi-year partnership brings reimagined classics, new campaigns, and entirely fresh collections shaped through Scott’s Cactus Jack lens.
And then, the future lifts off—literally. In partnership with Axiom Space, Oakley is developing the visor system for NASA’s Artemis III lunar mission, bringing its innovation to the Axiom Extravehicular Mobility Unit (AxEMU) spacesuit. It’s a leap from elite sport to outer space, where clarity and protection are critical.
Finally, Oakley unveils #FutureGenesis, a multimedia odyssey that imagines the brand’s next 50 years through the lens of sport, design, and culture. With digital characters Max and Maxine Fearlight leading the charge, the series continues this year with a new episode, following the debut of ‘Chapter One’ in 2024.
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