The Designer Will Lead Apparel, Footwear And Accessories As The Brand Expands Beyond Eyewear
Oakley has named Matthew M. Williams Creative Director of Apparel, Footwear and Accessories, a newly created role that signals the company’s intent to grow those categories alongside its core eyewear business.
Williams, known for his industrial design approach at 1017 Alyx 9SM and his tenure as creative director of Givenchy, will oversee the development of Oakley’s broader product offering, with a focus on performance-driven and lifestyle segments.
The appointment aligns with Oakley’s ambition to scale its apparel, footwear and accessories division, which has existed for more than three decades but is now positioned for accelerated growth. The brand is aiming to strengthen its presence across both sport and lifestyle categories, leveraging its technical expertise and expanding product range.
For Williams, the role marks a return to California roots and a continuation of his interest in performance-oriented design. He is expected to split his time between Milan—where Oakley’s apparel and accessories operations are based—and key international markets including Japan and Brazil.
His arrival also reinforces Oakley’s evolving creative direction under parent company EssilorLuxottica, particularly as the brand prepares for visibility around the 2026 Milan-Cortina Winter Olympic and Paralympic Games, where the group is an official supporter.
The appointment further deepens Williams’ connection to the brand’s cultural positioning. Oakley last year named Travis Scott as Chief Visionary Officer, with product launches from the artist expected in the near term. Williams and Scott have maintained a longstanding professional relationship.
Since departing Givenchy in late 2023, Williams has kept a relatively low profile, stepping back from the runway while refining a more product-focused approach. He sold a majority stake in 1017 Alyx 9SM and, in 2024, quietly introduced a new independent label centered on craftsmanship and material development, working with specialized manufacturers across Japan, the United States, and Europe.
Born in Chicago and raised in California, Williams began his career in fashion production, later gaining recognition as creative director for Lady Gaga. He launched 1017 Alyx 9SM in 2015 and was shortlisted for the LVMH Prize the following year, building a reputation for hardware-driven design and technical precision through collaborations with brands including Nike, Moncler, and Dior.
His appointment at Oakley reflects a broader shift in the industry, as high-profile designers increasingly take on roles beyond traditional luxury houses, applying their design language to categories spanning sport, performance, and everyday product.