The company opened its first boutique in West Hollywood, California and appeared on the cover of German Vogue in 1987. The design house is also the official licensee of Paul Smith Spectacles. The brand has been featured in numerous fashion magazines, including GQ, Vogue, Elle, L’Uomo Vogue, Esquire and Vanity Fair. Characterized by subtle detailing, retro aesthetics and high-quality materials, their frames are popular with celebrities, including Brad Pitt, Angelina Jolie, Tom Cruise, and Larry David.

In 2006, Oakley acquired Oliver Peoples for $46.7 million. In 2007 Oakley and its assets were purchased by eyewear industry giant Luxottica.