The chances of a company surviving for 30 years are slim, the chances of a single frame design celebrating its 30th anniversary seem to be even more unlikely. Long-term success comes from being able to meet the challenges of a changing world. Refusing to be pigeonholed, anticipating technological evolutions, predicting consumers needs before they are even aware of them and pushing the boundaries of design and fabrication possibilities are the driving forces behind only a few brands. And for those few, the designs and the people or brands behind them remain at the top of their class even decades later. In the wake of the 2014 release of their Heritage Collection, Oakley has clearly proven themselves to be leaders in their field and shining examples of their sustainable business model.

Success in business is driven by the ability to innovate, adapt and sustain brand ideologies. The Heritage Collection by Oakley speaks to exactly that--it both reflects and foreshadows a company that has taken athletic and lifestyle eyewear to the next level. The rise of the Eyeshade model (1984) came at a time when athletes weren’t wearing Oakleys because they were paid to do so but because it was of substantial value to them. The brand propelled sunglasses from a mere accessory into actual performance equipment by delivering significant technological advancements, such as developing materials that increase grip with exposure to moisture to stay snug to your face even through perspiration and lightweight lenses that optimize impact resistance.

By combining ingenious technologies and statement designs, the brand has forever revolutionized the functionality of sporting goods. This collection is a celebration of iconic pieces that seem to forecast the future of Oakley as a brand. They will continue to innovate and we as consumers should continue to appreciate their dedication to authenticity.