Oakley, the new store in Milan

There is a new store in town that you can't miss. Oakley together with Percassi, has opened its new Milan store in Piazza San Babila, a hub for the global sports community and a catalyst for cultural progress in the most exclusive part of the city. The new store, spanning two floors with a sales area of 340 square meters and 12 windows, offers a range of interactive experiences that allow visitors to immerse themselves in the Oakley universe and its amazing inventions, drawing inspiration from the iconic headquarters in Foothill Ranch, California.

Among these, a Performance Chamber, where cycling enthusiasts can test Oakley's cutting-edge glasses and helmets on a bicycle simulator; an Interactive Museum, showcasing the brand's most groundbreaking innovations in glass cases; an interactive Prizm Wall to experience the benefits of lenses; and lastly, a Robotic Dog inspired by the famous dog of the brand's founder named Oakley. Upon entering the store, you enter the future imagined by Oakley, with concrete, climbing plants, mirrored glasses, and sharp cuts.

A return to nature and its rediscovery that passes through the brutalism and postmodernism that has characterized the brand since its founding in 1975 in Southern California. And now, fifty years later, Oakley is ready to conquer Milan in anticipation of the 2026 Winter Olympics, with a focus on high-altitude sports, but without forgetting personalization and customization of both eyewear and technical clothing. A true high-tech bunker in the fashion district where you can discover the past and future of the brand.