Oakley Just Hired Travis Scott As Their ‘Chief Visionary’

“I’m inspired by what people think can’t be done.” — Travis Scott.

A quick refresher: Trav is the former partner and baby daddy of Kylie Jenner, current auto-tune tycoon, 29th most listened to artist globally, worth $80 milly, and now, inexplicably, the man tasked with reimagining Oakley’s surf goggles.

Where might this creative direction lead?

Well, after a quick scroll through Google Images, I can confidently report that Travis Scott’s aesthetic leans toward a kind of maximalist dystopia/post apocalyptic rodeo clown. Lots of coats and boots and spikes, with vaguely satanic overtones. 

In other words: the perfect fucking fit for the surf industry. And, more specifically, for Oakley, who are no stranger to collaborating with the surf world’s own wordsmiths, rappers, and visionaries.

Up first, Jordy Smith. Big man, big turns. Current world #1. You know him. But did you know he was once an underground, highly respected and feared rapper? The year was 2010. A simpler time. You can listen to his song below. 

Notable lines include: 

“I got a quest to prove I’m one of the best, I refuse to give up just like the rest.”

“I won’t change, on my road to fame.” 

Pretty much on par with anything that’s ever exited Travis Scott’s mouth, if you ask me.

Next up, Griff Colapinto. 

It’s long been known that Griff is quick with the pen, regularly publishing earnest essays, journal entries, and emotional revelations straight to the ‘gram. But did you know he’s also got the flow? Please see video below.

Finally, Caity Simmers. No known bars or mixtape yet, but she does share a nickname with UK rap heavyweight Little Simz, whose voice, fittingly, soundtracks Caity’s world title–winning edit. Coincidence, or early industry alignment?

Oakley says Trav’s involvement will “go far beyond creation — distilling emotion, perspective and vision into the culture — defining it for years to come.”

Sounds like lil simz to me.