Winning is an inside job
As the newest member of the Waterkant range, we welcome Oakley . The American sportswear brand with the striking, sculptural designs, known for its wide range of eyewear, has found its way back into the zeitgeist and trends.
Oakley was founded in 1975 by James Jannard in his garage in the USA with an initial investment of just $300 and named after his dog "Oakley Anne". Initially, the brand focused on producing motocross and BMX accessories. The first product to hit the market was a specially designed motocross handlebar grip, the "Oakley Grip", which provided better control and comfort.
In the late 1970s, Oakley expanded its range to include goggles and gloves for motocross riders. The O-Frame ® goggles, introduced in 1980, were a significant milestone as they offered a wider field of vision thanks to their unique lens curve. Not unimportant when riding motocross!
Oakley's entry into the eyewear market began in 1984 with the Factory Pilot Eyeshades, a design inspired by the demands of sport. This was followed in 1985 by the Oakley Frogskins ® , a casual sunglass that combined functionality with fashion. These early models established Oakley's reputation for high-performance optics and distinctive design. During the 1990s, Oakley continued to push the boundaries of eyewear technology, most notably with the development of High Definition Optics ® (HDO ® ), which set a new standard for clarity, visual fidelity and impact resistance.
In the mid-1990s, Oakley diversified its offerings to include clothing, footwear and accessories, all of which featured its signature blend of innovation and performance, as well as its distinctive sculptural style.
Today, Oakley remains a leader in the eyewear industry, known for its cutting-edge technology, innovative designs and commitment to quality. The brand has expanded its influence into sports such as running, cycling, golf, skiing and surfing and continues to work with elite athletes such as footballer Kilian Mbappe to develop products that enhance performance.
Oakley's influence extends beyond sports and performance. The brand's distinctive designs and iconic "O" logo have made the brand a cultural symbol, loved by celebrities, artists of all kinds, and fashion enthusiasts like Lil Yachty and Pharrell Williams alike. Oakley sunglasses have been featured in numerous films and television shows, cementing their place in pop culture.
Oakley's relentless pursuit of innovation is evident in its ongoing research and development efforts. The brand continues to introduce new technologies, such as Prizm™ lens technology, which enhances color and contrast for a more vivid visual experience. This commitment to constantly pushing the boundaries ensures that Oakley remains at the forefront of the eyewear industry. From its humble beginnings in a garage to a global leader in high-performance eyewear and accessories, Oakley's journey is a testament to the power of innovation and unwavering commitment to quality.
We believe that not only top athletes and rock stars deserve the best sunglasses, but also amateur athletes, commuters and anyone who wants to be up to date with the latest trends and is looking for function and style in equal measure.
After the popularity of "athleisure", i.e. everyday sportswear that is a little more sophisticated than classic sweatpants, has increased significantly in recent years thanks to labels such as Fear of God , Champion and Adidas , the aesthetics of other everyday sports are now also getting a place in the spotlight. The New York label Aime Leon Dore, for example, worked very successfully with sportswear giant New Balance to create a collection inspired by basketball. The retro runners from Asics are more popular than ever and newer brands such as the Swiss company On Running are also showing how much interest there is in the sportswear market. On Running and Saucony (which we also carry, see here ) in particular are at the forefront of running culture and aesthetics.
Oakley fits into this combination of fashion and sportswear like the perfect link and can be easily integrated into any sporting activity as well as into most wardrobes.
In recent years, the deliberate mix of styles has become increasingly popular. It no longer seems strange or inappropriate to pair formal shoes with sweatpants and a blazer. You can also see neatly ironed Oxford shirts with jeans and "fast glasses" from Oakley. We find the additional options for setting highlights and accents with sporty accessories very refreshing and are happy that an old classic like Oakley is now becoming interesting and relevant for an audience outside of extreme sports, but also in the fashion world.
Oakley's wide range of sports and sunglasses has something for everyone, whether you're looking for a high-performance sports accessory that improves your performance on the 'cross bike or a pair of glasses that underscores your style and expresses your personality. Browse our selection of Oakley glasses here .
Your WK team
