Already acclaimed as a strong trend, the outdoor market is expected to be worth $100.8 billion by 2025, according to a recent study by WGSN – the English trend forecasting agency – citing data from Statista, another authoritative German data and business intelligence platform. According to WGSN, the rediscovery of large open spaces began in 2015, even before the pandemic period brought the need for greater contact with nature to an exponential boom. Today, as time spent on the street or in nature has become an integral part of daily lifestyles, the demand for outdoor products keeps on increasing, causing an interesting phenomenon identified by the name 'outdoorify'.

Non-traditional outdoor brands are beginning to win over outdoor lovers with tailor- made proposals, in turn forcing traditional outdoor brands to adapt their marketing in order to attract consumers usually oriented towards a different type of product. This is a phenomenon that involves the creative world of eyewear, a sector that has always been connected with everything involved with life ‘en plein air’. Any outside activity, from simple walks to the most extreme sports, has always required the right glasses to protect from light and give adequate visibility. In the aesthetic 'outdoorify' imagery, luxury, fashion, sport and innovation all come together and influence each other, leading to a renewed style in which quality, design, functionality and technology have the same value.

Among the precursors of this trend is Oakley, an iconic brand that in the 1990s had already managed to conquer fashionistas with its cycling and motorcycling models, so much so that it decided to create a less technical but equally revolutionary and innovative line. Its futuristic retro style is now the most popular among hollywood stars and TikTok influencers, as well as many athletes. Authenticity, performance, pop culture and continuous evolution have been key to this across-the-board-success, best illustrated in one of the latest collections – Encoder Extension with its proposal for a new lifestyle aesthetics concept in the name of functionality and innovation. The starting point is Encoder, one of the most beloved sports glasses models ever. Oakley has reinvented the model by revolutionizing its design to create two new models: the Ellipse Encoder and the Squared Encoder. here, the shape of the lens is reinterpreted and its features are enhanced through ventilation holes to offer an aerodynamic and yet comfortable look, even on an everyday basis. And if the greatest effort of sports experts lies in making extremely technical glasses versatile, there are those who do just the opposite: transforming the classic sunglasses we use daily into a  sturdier accessory, suitable for all those activities that require movement.