Oakley is doomed....if you believe the online buzz from long-time Oakley fans in the last couple days. This came to a head when everyone heard about the plans for the final phases of the integration with Luxottica. Any thoughts?

Jim spoke out for the first time. That can't be a good sign.

I wonder if JJ still has any shares of Lux in his portfolio.

Im truly lost for words to express my disappointment and sadness for the brand that became such a large part of my life the past 16yrs.

although what i love is gone and will be no more in the future, i take solace in the experiences and memories i have made, the friendships forged. LUX can take away the soul of the Oakley brand but they can't take away from me or the others who were part of the O Family those experiences and memories.

Will i still buy Oakley.... That i can't answer. I have one more purchase coming up - Green Fade EV Zero. After that i doubt there will be anything to be excited about so I guess I'll make good use out of the pairs i have.


I think we can call it

OAKLEY R.I.P 2016

So sad...

I was around in the days that LUX took over Ray-Ban in a similar way. Initially Ray-Ban crashed and lost a lot of die-hard fans but after several years it was reborn and is now the top selling/most popular brand at most retailers. Same thing with their buy out of Sunglass Hut. It was a mess for a few years but once all the integration was finished it is now seen as the best place to buy sunglasses.

Only time will tell if the same cycle will happen with Oakley. More than likely it will but the fact remains that Oakley has been changed forever. It is the end of an era. Question is what will the next era look like? What rises will be a new Oakley. Will it be an Oakley hardcore fans will see as OUR Oakley or just another good sunglasses brand? Hard to say.

That doesn't change the fact that it sucks especially for those whose jobs will be affected and those that have spent a lifetime living and breathing the brand (both employees & fans).

They say time heals all wounds. They also say only time will tell. All WE can do is wait and see.

For those that haven't seen this yet...

"J" Trademark Application

Here is the full list. It's an interesting development.

https://trademarks.justia.com/owners/james-h-jannard-2211016/

Interesting. Implications noted. You have my attention.

Not a good sign. Maybe we'll need to start a J-Review soon?

I'm all for that.

What is this going to do for us collectors? Are older pieces that we hunt for going to quadruple in price or worse?

Interesting with what Jannard is planning....

Its sucks on where Oakley is going. Will i support them, maybe, depends on what the future really looks like.

I was around in the days that LUX took over Ray-Ban in a similar way. Initially Ray-Ban crashed and lost a lot of die-hard fans but after several years it was reborn and is now the top selling/most popular brand at most retailers. Same thing with their buy out of Sunglass Hut. It was a mess for a few years but once all the integration was finished it is now seen as the best place to buy sunglasses.

Only time will tell if the same cycle will happen with Oakley. More than likely it will but the fact remains that Oakley has been changed forever. It is the end of an era. Question is what will the next era look like? What rises will be a new Oakley. Will it be an Oakley hardcore fans will see as OUR Oakley or just another good sunglasses brand? Hard to say.

That doesn't change the fact that it sucks especially for those whose jobs will be affected and those that have spent a lifetime living and breathing the brand (both employees & fans).

They say time heals all wounds. They also say only time will tell. All WE can do is wait and see. - Defenderoftheo

What an amazing, fantastic post. Very even-keeled.

My thoughts: Oakley has had fantastic success over the last many years. It's only a matter of time before the slump hit. An unfortunate turn of events but not unexpected. Eventually the brand will bounce back; just needs rock bottom to hit sooner rather than later so the right people with the right vision can steer the ship back. I just hope all the employees can bounce back quickly. Oakley was as much about the people as the technology, so here's hoping future generations will carry on the torch.

Will the future be as good as when we first found the brand? Likely not because nothing is as good as when we first fell in love with it, but I have no doubt it'll bounce back as strongly as Marvel and Lego did when they went through their slumps.

It would be interesting to see what Jim can come up with. Thing is, does LUX own all the rights and patents? For example could Jim produce a pair of glasses but without the amazing Oakley technology?
In the beginning for me it was all about the crazy attitude to design and also the lens technology making Oakley IMO the best lens technology out there. I have noticed since the Madman Badman release things have really slowed down.
If Jim could create this J brand using Oakley technology and crazy design then I'm up for it....

I'd imagine he will have to start from square one. I doubt that Lux would be willing to license the lens technology (especially after a statement like that), and they would probably consider the industrial style design language intellectual property, so I don't think he'll be able to pick up where he left off design-wise.

That being said, JJ is a design genius, and I have no doubt that he can and will come up with new mind blowing stuff, we all just have to wait and see...I for one can't wait to see what he comes up with!

Hmm:


http://www.definitionmagazine.com/journal/2016/5/7/are-red-making-a-6k-smart-phone-case

http://www.definitionmagazine.com/journal/2016/5/4/get-your-cash-ready-red-owner-announces-new-deposit-programme-for-mystery-new-product

That's very, very cool! Looking forward to learning more.

I still hope there's something to "Jannard" as well. As awesome as this new RED product sounds, I'm kinda bummed to think that the trademarks for eyewear, etc we have been discussing are all for not.

Not sure if it is a Red product. It's not filed under Red, and they usually are.

The LUX may find that taking the history and soul of the brand OAKLEY after its full integration be doing the right thing, but with cereza made a big mistake.

First of fans OAKLEY and JJ will not settle for products that do not bring in DNA history and all "O" REPRESENTED, REPRESENT p / always in the memory of true fans.

The "O" icon is a symbol representing generations since it emerged, from father p / child and so on.
It will be unfortunate if LUX decide to end the soul of "O".
I'm really disappointed, I can only look w / my OAKLEYS, and send a message P / LUX.

"You never able to take away from me and other fans memories, experiences, friendships and true" O "for generations.

It would be a sad end w / "O" ...

So regret left speechless .....

I'm not sure if I feel particularly alarmist over the news. What I feel for is the 700 people impacted by a corporate move to consolidate and save - those lives that are disrupted and what they must be feeling. The move itself just feels like LUX ripping off the bandaid. From a company where we like to think it represents more Friday afternoon derby races down the hill at 1 Icon instead of bottom-line decisions to eliminate and consolidate, that drives a lot of concern when we don't see the people that make up the brand priority #1.

But LUX bought Oakley 9 years ago, and taking a quick look at that old thread reminded me of the doomsday reaction we seem to be having this week. And yet those 9 years have passed with plenty of passion and new purchases still going strong. Just with an underlying tone to blame LUX for anything that sucks/lacks innovation. I'm sure LUX has strong intentions to cultivate (profit) the Oakley brand, so I can't imagine the icon disappearing off store shelves any day soon. I would also love to see something come out of J as an eyewear brand and would welcome new options. In the case with both - only time will tell.

Not sure if it is a Red product. It's not filed under Red, and they usually are. - Oak

Good point. Maybe it's a "JANNARD" product?

Ah! Just found this thread! Interesting 🤔

How long before Lux decides to close the Oakley stores and only sell through their own shops...?

I'm not sure if I feel particularly alarmist over the news. What I feel for is the 700 people impacted by a corporate move to consolidate and save - those lives that are disrupted and what they must be feeling. The move itself just feels like LUX ripping off the bandaid. From a company where we like to think it represents more Friday afternoon derby races down the hill at 1 Icon instead of bottom-line decisions to eliminate and consolidate, that drives a lot of concern when we don't see the people that make up the brand priority #1.

But LUX bought Oakley 9 years ago, and taking a quick look at that old thread reminded me of the doomsday reaction we seem to be having this week. And yet those 9 years have passed with plenty of passion and new purchases still going strong. Just with an underlying tone to blame LUX for anything that sucks/lacks innovation. I'm sure LUX has strong intentions to cultivate (profit) the Oakley brand, so I can't imagine the icon disappearing off store shelves any day soon. I would also love to see something come out of J as an eyewear brand and would welcome new options. In the case with both - only time will tell. - oogie

Well said Paul. Time will tell. Let's hope time goes a little faster though when it comes to what JJ has in store. I'm not giving up on the O just really curious what Jim has planned.