Tip:
Highlight text to annotate it
X
Throughout history, there had been visionaries
who have imagined the impossible
and in turn, disrupted the world we knew.
The art of disruption is about shattering the norm,
setting creativity free
and forging a radical new vision of the world.
It was in 1975 that a mad scientist named Jim Jannard
set out to question the limits
and disrupt the norms of an entire industry.
Starting Oakley with little more than 300 dollars
and an obsessive drive
that everything can and will be made better.
In his garage lab, Jim developed his first disruptive technology,
a radical new motorcycle handgrip with a unique tread,
shape and material.
The top pros took notice and a revolution was born.
His next invention, the O Frame Goggle
was championed by pros like Mark Barnett, Marty Smith,
Johnny O'Mara, Jeff Ward and Mike Bell
for its clarity and wide peripheral view.
Then, exactly 30 years ago, Jim invented Eyeshades,
and with it, created a design
that disrupted the whole eyewear industry.
The launch of Eyeshade began an evolution of eyewear,
taking the product from simply a generic accessory
to a vital piece of equipment.
Blades, M Frame, Sub Zero, X metal, Time Bomb, Shoe 1.
Decades of disruptive design thinking followed,
bringing new product technologies, new innovations
and blends of science and art that have been awarded
more than 1,000 design and utility patents worldwide.
Overthetop, Razor Wire, Thump.
It's a heritage of disruptive design.
The Oakley-designed bunker
is where the next disruptive inventions
will be conceived, designed, perfected
and unleashed on the world.
One Icon, the architectural creation
of Oakley's CEO, Colin Baden
stands as a monument to disruption.
It is the incubator of Disruptive by Design.
It is home to a catacomb of research labs
and teams and visionaries challenged with one simple goal.
To design a new and better future.
Disruptive by Design.