At the finale of its 50th anniversary celebration, Oakley has released a new iconic frame, the Ellipse, an ode to the iconic logo – equal parts futuristic, contemporary and retro. Following the release of the Artefacts from the Future and SS25 Apparel collection, starring world-renowned athletes, Oakley is drawing from the distinctive curvature of their logo to create the Ellipse series. Six distinct colourways are already available, while the Ellipse 50th Anniversary Exclusive will arrive on July 12. The Ellipse model is simultaneously of the past, present and future, transcending traditional timelines and merging Oakley’s design heritage into one singular frame. The best of the past 50 years of Oakley design, emphasising 90s products’ curvature, has been combined with a new future-forward physiomorphic lens capability.

Over the last 50 years, Oakley has developed a reputation for being a niche essential in the fashion industry, including their collaborations with Palace and Vetements. The brand has also become a top choice for sports performance eyewear, featured on stars like Jaylen Brown. "The brand is [rooted] in looking forward. The past should inspire the future. It shouldn’t repeat it,” says Oakley’s vice president of brand soul, Brian Takumi, sharing that we can expect a strong evolution of the visual language moving forward. “Different from the past is the use of new geometry with evolved line and shape work. Of course, the ultimate designer would be Mother Nature. When you think about when forms, lines and geometry are perfect, it is connected back to how life works.”

Though nothing is truly timeless, the Ellipse coalesces the brand’s rich and identifiable heritage. The new frame will serendipitously become a future Oakley artefact, accompanying wearers through their daily lives, built for both fashion and function. “The Oakley Ellipse 50th Anniversary celebrates half a century of Oakley innovation by taking the most iconic bit of our branding and putting it front and centre as a design element,” emphasises Oakley’s vice president of design, Nick Garfias. “What’s more is it plants a flag for us and our fans about what lies ahead. Oakley designs are about progression and advancement, but just as things will continue to evolve, certain things will remain the same: our DNA”. With the introduction of the Ellipse, Oakley embarks on their newest challenge: to be a perennial design leader, such that with one glance, an Oakley would be undeniable. 

You can buy the Ellipse frames on Oakley’s website now. The 50th Anniversary Exclusive Model will be available in stores and online from July 12.