Future Genesis

In 1975, Oakley embarked on a journey to shape the future, a commitment that echoes through decades of groundbreaking products. As the brand now looks forward to its 50th Anniversary, it is not just reflecting on its past but redefining its very essence with the introduction of Future Genesis–a visionary leap rooted in the fusion of science and art, a disruptive spirit, and an unwavering commitment for a better tomorrow.

The protagonist of this new chapter is Maxine Fearlight, the daughter of the iconic 90’s hero Max Fearlight, who herself represents a protopian lens, offering a fresh perspective on Oakley's rebellious DNA. This evolution is more than a brand shift; it's a profound exploration of creativity and innovation.

To illustrate this transformative journey, Oakley unveils two short films that reconnect audiences with the world first introduced in the 1992 Max Fearlight film. Max Fearlight, symbolic of Oakley's dystopian past, encounters a paradigm shift as Maxine Fearlight steps into the spotlight, driven by the ambition to carve her own legacy. The films seamlessly blend the interconnectedness of past and future, capturing the essence of Oakley's ability to unify its brand history and future.

Brian Takumi, VP of Creative at Oakley, articulates the significance of Maxine as a symbol of duality, bridging yesterday and tomorrow. "Future Genesis gives us permission to stay rooted in our brand’s legacy while pushing the boundaries of our ambition. Maxine embodies that duality, honoring both yesterday and tomorrow," he states. This duality, according to Takumi, is not only reflected in the character of Maxine but is integral to Oakley's approach to product design. Oakley's core DNA is about building a vision for what could be, not merely following existing trends.