Oakley is showing off its technical prow-ess with a new capsule collection of high-end, cutting-edge designs.
This story first appeared in the November 2, 2009 issue of WWD. Subscribe Today.
Called Elite, the five-piece group, which includes three sunglasses, a watch and a boot, will offer the most technically complex and priciest items the active brand has ever produced.
“Oakley earned its authenticity with more than 600 unique patents in product design and the Elite icon represents the most innovative concepts we have ever envisioned,” said Colin Baden, president of the Foothill Ranch, Calif.-based company.
The collection will hit stores and wholesale accounts on Nov. 15. It is anchored by three sunglass models, including the $4,000 C Six that features a machined carbon fiber frame requiring 90 hours of labor to produce and includes components such as bearings in the temples that also are used by NASA. Oakley will produce only 250 C Six sunglasses. In addition, the range includes the $1,500 C Six Aluminum that combines sculptured aluminum and carbon fiber in the frame, and the $600 Pit Boss, made from lightweight titanium.
Oakley is also introducing its first mechanical watch with Elite, the $2,750 Time Bandit II, a sleek, Swiss-made remake of the brand’s classic model updated with a flexible titanium and rubber bracelet that was inspired by the human spine. The watch will sell to fine jewelry and watch stores, as well as Oakley boutiques.
Rounding out the Elite offering is a fire- and puncture-proof boot based on the footwear the company produced for the U.S. armed forces.