Oakley and Piet join forces in an emblematic collaboration

The collection, which is part of the celebration of a decade of Piet, speaks about nostalgia and influence, as well as the importance of Oakley in laying the foundation of Brazilian streetwear. It was through a chronicle about a not-so-distant future that Pedro Andrade, creative director of Piet, found the path to develop his first collection in partnership with Oakley. Pedro brings a narrative set in 2050, seen through the fictional perspective of a young Brazilian boy, crazy about Oakley, who while rummaging through his grandfather's storage, comes across a box full of clothes from the brand that his grandfather collected and wore in the 90s and 2000s. 

The collaboration was divided into two distinct lines of thought, one being the future clothing belonging to the grandson, and the other the past clothing inherited from his grandfather. 

The “Future” line represents the future generation of Oakley lovers, composed of pieces that, despite the details, technological features, and futuristic atmosphere, were built and redesigned from pieces of the past. Meanwhile, the “Heritage” line evokes nostalgia and history in pieces from a past consumer, featuring classic prints from the brand like the Skull, the Metal Icon, and the phrase “Thermonuclear Protection”. The t-shirts show signs of wear and usage, with slightly worn fabric and small tears and an oversized fit that conveys the feeling of the young boy in the story having inherited the clothes from someone older and larger than him.

The detailed research conducted for the construction of this collection was based on Oakley’s history in Brazil between the 90s and 2000s, a period that marked the brand's success in Brazilian territory, becoming one of the most sought-after brands, especially by the youth of the time.

“Since I was a kid, Oakley was part of my imagination. In the 90s, I dreamed of having something from the brand, but in my reality at the time, it was totally unattainable. In my view, Oakley in Brazil has long ceased to be just a brand; here, it is a culture, a lifestyle, and to understand Brazilian streetwear it is fundamental to grasp the dimension of Oakley’s representation in Brazil.”
Pedro Andrade, creative director of Piet.

Among the twenty items in the collection, standout pieces include classic items from Oakley’s archives reinterpreted through the disruptive lens of Piet, such as the Flak 1.0 boot, the Eye Jacket Redux sunglasses, and Frogskins, the iconic Kitchen Sink backpack, and even a reedition of the classic Oakley Vest, which this time has been constructed with a more minimalist look and produced with Ballistic Nylon Cordura. Full of nostalgia and striking signs from both the brand and Brazilian streetwear over the past three decades, the collection evokes emotional memories, along with sophistication and complexity in the exploration of colors, textures, and proportions. 

Another special aspect of this collaboration was the campaign. Directed by Hick Duarte and featuring some emblematic characters in the history of both brands, as well as in Brazilian music and streetwear, the campaign reinterprets classic signs of the lifestyle of young Brazilians and Oakley lovers in Brazil. Names from music like Kyan, Tasha, Fleezus, and Derek, along with Oakley and Piet enthusiasts such as urban legend Nenê Raridades and collector Yasmin Careca appear in scenes where Hick Duarte recreates a dance party or even a motorcycle outing.

The collection will be officially launched at a physical event on December 1 at Guadalupe Store Unidade Bom Retiro, and on Friday, December 2, at 10 AM, on the website of Piet, Oakley, and other official retailers of the brands.