Welcome to the 98th insertion of DEMUR®, an analytical series highlighting the intricacies of the artistic world and the minutiae lying within. In this episode we revisit Oakley’s “mad scientist” era, charting the sportswear label’s most ridiculous designs.
The year was 2000 and Ato Boldon was gearing up for his third career appearance at the Olympic Games. As a sprinter, it was crucial his uniform was sleek, form fitting and aerodynamic, optimising his speed while reducing drag. Regulations prohibited branding of any sort, but exempted the face and neck for eyewear and jewellery. Having sported an Oakley earring just four years prior, Boldon decided to turn it up a notch.
Walking onto the track, commentators were shocked as the notorious “Ovethetop” sunglasses locked eyes with nearly every spectator. Referred to as “space-age eyewear”, the athlete would make history alongside Niconnor Alexander, who also rocked the dystopian goggles. Competing in the 4x100 Semi-Finals, they would ultimately lose but win in the public’s view, becoming an iconic moment for both sport and fashion.
This event would mark the beginning of Oakley’s “mad scientist” era, in which the company became highly experimental. The “Overthetop” sunglasses retailed that same year for $185, and when inquired about the inspiration, Jim Jannard (founder) stated, “We were on an island and discarded everything we knew. This is what we came up with.”
Over the next decade, Oakley would become a sportswear giant, reiterating the crazed frames in a matte black colourway for the film Blade II. Then, in 2002 the incredibly sought after “Medusa Goggles’ would release, pushing the envelope even further. The all black headpiece would feature frontal bug-like lens’ and a leather cap, finalised with dreadlock details.
Vetements collaborated with Oakley for their Spring 2019 collection, revitalising the since discarded outlandish persona. Celebrities like @kerwinfrost have been tracking down the label’s most coveted silhouettes, skyrocketing market prices to $1500 for OTT’s and $3000 for Medusa’s - that is, if you can even find them.
Comments