How Oakley’s 'Future Genesis' Characters Mirror Its Endless Drive For Innovation

View this post on InstagramA post shared by HYPEBEAST (@hypebeast) For nearly half a century, Oakley’s brand identity has been anchored by its persistent refusal to conform to standard industry norms, preferring to actively build the future rather than remaining passive for its arrival. Through the expansion of its narrative universe in Future Genesis, Oakley translates this distinct design philosophy into a sci-fi story. The characters traversing this storm-ravaged world are personifications of...