Oakley, Inc., based in Foothill Ranch, California, manufactures sports performance equipment
and lifestyle pieces including sunglasses, sports visors, ski/snowboard goggles, watches,
apparel, backpacks, shoes, optical frames, and other accessories.
Most items are designed in house at their head office, but some countries hold exclusive
designs relevant to their market.
Oakley currently holds more than 600 patents for eyewear, materials, and performance gear.
History Oakley was started by James Jannard in 1975
out of his garage with an initial investment of $300.
The name "Oakley" came from Jannard's dog, an English Setter.
Jannard began by selling what he called 'The Oakley Grip' out of the back of his car at
motocross events.
His motorcycle grips were unlike other grips available at the time, using a patented material
known as 'Unobtanium', a unique creation by Jannard.
The material is still used to make the earsocks on Oakley glasses, and many of the nose pieces.
Oakley went on to produce number plates, gloves, grips, elbow guards, chin guards, and goggles
for the BMX and motocross communities.
In 1980, Jannard released a pair of goggles called the O-Frame.
With the 'Oakley' logo present on the strap, the brand garnered increasing recognition
and prominence throughout the sports industry.
In 1983 Oakley began selling ski goggles.
The first Oakley sunglasses; Factory Pilot Eyeshades, were sport-oriented, resembling
goggles and were released in 1984.
These were followed in 1985 by the Oakley Frogskin, a casual sunglass style that was
made in Japan.
The company went public in 1995, raising $230 million.
In early 1996, Oakley had a pricing dispute with Italian company Luxottica, one of the
world's largest eyewear manufacturers and retailers.
Luxottica stopped carrying Oakley's products in their stores, including Sunglasses Hut,
and Oakley's stock market value declined 33%.
In 2001, Oakley bought Iacon, Inc., operator of mall-based sunglasses stores Sunglass Designs,
Sporting Eyes, and Occhiali da Sole.
Oakley signed a four-year agreement to manufacture eyewear designed by themselves and Fox Racing
in September 2004.
Starting in 2004, Jannard bought large quantities of Oakley stock: $2 million in 2004, $16 million
in 2005, and $4.6 million in early 2006, bringing his personal stake in the company to 63%.
In 2006, Oakley acquired the Oliver Peoples group, a manufacturer of high-end fashion
branded eyewear for $55.7m, and Optical Shop of Aspen, a luxury eyewear retailer with fourteen
stores.
On June 21, 2007, Luxottica announced a plan to purchase Oakley in a cash deal worth $2.1
billion, paying a 16% premium over the extant share price.
The deal was completed on November 15, 2007, making Oakley part of a portfolio that includes
brands such as Ray-Ban, Persol, and Vogue.
During the preparations for the ultimately successful rescue of thirty three miners trapped
for ten weeks in a Chilean mine in October 2010, a journalist covering the story contacted
Oakley about donating sunglasses to the rescue effort, aware that the miners would need eye
protection after having spent weeks in darkness.
Oakley donated 35 pairs of its Radar sports glasses, fitted with specially selected tints.
Oakley sponsored members of the US Olympic Team in 2012.
In August 2013, Oakley sold its REVO brand to Sequential Brands for $20m.
Technical innovation Most of Oakley's technological designs, fashion
pieces, gear, etc. were developed with extensive athlete input and testing in the field – including
extreme conditions.
Oakley also maintains US Standard Issue, which provides U.S. military and law enforcement
eye protection.
Oakley M Frame sunglasses are included as part of the U.S. Army's Authorized Protective
Eyewear List, and have been assigned a NSN number for ordering through military supply
channels.
References
External links Official website
Oakley, Inc. at the Wayback Machine