Oakley Appoints Matthew M. Williams Its Creative Director of Apparel, Footwear And Accessories
Oakley is entering a new era. The California-born label has tapped Matthew M. Williams as its creative director of apparel, footwear, and accessories—a newly created role that underscores the brand’s push to expand beyond its dominant eyewear business.
The appointment, revealed by WWD, signals a strategic shift as Oakley looks to elevate its soft goods categories to compete with—or even surpass—its legacy in performance eyewear. According to global president Caio Amato, Williams brings a rare balance of creative instinct and operational expertise.
“Matthew isn’t just a designer—he understands the full ecosystem,” Amato explained, highlighting Williams’ ability to move seamlessly between product design, global markets, and supply chain strategy. “He sees the bigger picture, and that’s exactly what Oakley needs right now.”
Williams built his reputation through his industrial, utility-driven label 1019 Alyx 9SM and further cemented his global influence during his tenure at Givenchy. Now, he steps into a role that aligns closely with his personal interests in performance wear and technical design—while also bringing him back to his California roots.
After relocating from Paris to Saint Moritz in recent years and immersing himself in alpine sports, Williams has developed an even deeper connection to functional, sport-driven apparel. His new role will see him splitting time between Milan—Oakley’s hub for apparel and footwear—and key international markets like Brazil and Japan.
For Williams, the decision was immediate.
“There’s so much untapped potential here,” he said. “Oakley has an authentic DNA that already speaks to performance and innovation. That’s a space I genuinely love—technical clothing, outdoor gear, sport. It’s a natural fit and an exciting playground creatively.”
The move also marks a pivotal moment for Oakley’s parent company, EssilorLuxottica, as it looks to diversify and scale Oakley’s global footprint beyond eyewear.
Founded in 1975 by Jim Jannard, Oakley has long been synonymous with cutting-edge eyewear. But with Williams now at the helm of its apparel and accessories division, the brand is making it clear: the next chapter will be about building a complete lifestyle universe rooted in performance, design, and cultural relevance.
Photos Credit: Courtesy of Oakley
