Oakley’s field of vision

CEO Colin Baden offers Wallpaper* an exclusive look into the brand’s distinctive and innovative design methods

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Oakley’s Disruptive by Design manifesto is central to its unique approach to optical engineering. A game-changing innovator, Oakley combines digital R&D processes with analogue design techniques using a combination of state-of-the-art 3D printing and pencil sketches. The Californian company looks at the world ‘upside down and backwards,’ says CEO Colin Baden. ‘It was founded on the idea that everything in the world can and will be made better.’

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