I know Oakley’s been looking to move up market for a while, but a collab with Prada seems odd from a brand positioning perspective. But then again, Essilor-Lux licenses Prada for eyewear, so I suppose I shouldn’t be all that shocked:

https://www.prada.com/ca/en/search.Oakley.html#page=1&filters=sortBy_0&scrollTop=54

The Luxo-nightmare continues...

Okay then

This is what i was thinking previously that Lux will eventually spread the prizm lenses to the other brands they hold.

Smh

Prada...?

I my fecking god I think I am gonna thriw up.

IS THIS THE END OF OAKLEY....?

Certainly not the end of Oakley; the brand will be alive and well way after we’re all gone. But it is the end of the Oakley era that most of us fell in love with, as it realigns itself with modern sensibilities.

And not a one of them will ever see the slopes. Some millennials will be wearing these on the street. Damn.

Hopefully this little crossover sinks fast and then everyone can pretend it didn't happen.

$620 for the helmet and $485 for the goggles....

UGH

$620 for the helmet and $485 for the goggles...

Gulp. That's a lot of money for a few extra letters...

Prada and Oakley that's a an oxymoron