After years of working as a motorcycle parts distributor and as a young man with an entrepreneurial spirit, James ’Jim’ Jannard was tired of constantly being told to 'shut up and sell.' It was 1975 when he left his sales job behind in order to start bringing some of his ideas to life and begin building a brand of his own. Using his English Setter as the namesake (Oakley Anne), he began the journey of what would evolve into the most iconic sports eyewear company the world has known.
This is the story of Oakley’s origins. Join us for the ride.
future facing from the jump
Oakley is a brand founded on a figure-it-the-f*ck-out (or DIY) mentality, rejecting societal norms and expectations, and defining a different path is what makes us unique.
From the beginning, the brand was never distracted by following trends or doing the latest 'thing,' and this ability to work towards a unique vision put us on a fixed trajectory: forward. Whenever the template wasn't available, we created one. When there was no machinery to bring our designs to life, we built it ourselves. And if the skeptics said it wasn’t possible, it just fueled the fire.
OAKLEY’S FIRST INVENTION
it helped to get a grip
Before eyewear came into view, a motorcycle grip blazed the trail. We began with a simple part of a motorcycle rider’s experience that we believed to be overlooked. With an exclusive rubber compound registered under the name ’Unobtainium,’ an ergonomic cam shape design, and an octopus tread pattern for improved traction, we launched the Oakley Grip.
In creating the Oakley Grip, we didn’t just shape the mold for a new product; we laid the foundation for a new type of business founded on this innovative mindset and set apart through a distinct aesthetic. From using the best performing materials available to market, to the unique logo signatures at the outer tip of the grips, each iteration was undeniably Oakley and never went unnoticed.
THE GOGGLES
MAD SCIENCE VISION
In 1980, through what was meant as a marketing stunt, Oakley began to expand its offering in the motocross world simply by trying to gain more exposure in the grip industry. The same disruptive thinking that led to the reimagining of the grip was applied to a new innovation that radically improved protective racing eyewear.
O Frame MX provided riders with an intuitive, secure fit, an expanded field of view, and reduced visual distortion. Its superior performance made it the first choice of some of the top pro riders at the time. Our approach to making the logo highly visible on the lens front and strap set the stage for our entrance into the optics arena. We were getting exposure from the most respected people in the motorcross community before our budget could stretch to making endorsement deals happen.
The doers and makers bringing the products to life during the week were the same people racing in Oakley products on the weekend. Our R&D Department was made up of some of the best BMX riders out there who were living by a shared mantra of passion, devotion, and willingness.
The people Oakley was built for weren’t just buying into the products, they were giving their two cents on the latest prototype too – they had become part of us. Our early athletes became known as the Factory Pilot Team, a first-of-its-kind community that was built on a shared love for riding trails and pushing limits. And beyond the groundbreaking products and bold marketing tactics, we were shaping sports culture together.
THE EYEWEAR
INTRODUCING EYESHADE
It was during a car ride on Pacific Coast Highway in 1984, as the sun set over the ocean, light rays steamed into the side of our founder’s sunglasses, and he was struck by the reality that they offered nowhere near the same coverage as his newly-developed MX goggles. Soon after, with a coat hanger, Lexan goggle lens and some electrical tape, he made the first prototype and created the sport performance sunglasses industry. And that product by the name of Eyeshade. The same high-performing materials and ingenuity that found their way into the grip and goggles made these sunglasses fit for the world's best riders, and so the segment of athlete-tested performance sunglasses was born.
