# Revived Retro Sunglasses Oakley Relaunches Its Ultra-Lightweight 'Sub Zero' Shades from the '90s By Niko Pajkovic | Published 2022-04-28 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/oakley References: [hypebeast](https://hypebeast.com/2022/4/oakley-sub-zero-muzm-sunglasses-release-info) & [oakley](https://www.oakley.com/en-ca) Premium eyewear brand [Oakley](https://www.trendhunter.com/trends/oakley-neo-jacket) has reached back into its '90s-era archives to [relaunch its Sub Zero sunglasses](https://www.trendhunter.com/trends/hookipa-ultra). The ultra-lightweight pair of shades was designed over 30 years ago when Oakley set out to create a pair of sunglasses that weighed close to nothing. Now, the Sub Zero arrives with the same lens shape but in a new range of colorways. Moreover, today's version introduces a handful of new, upgraded details. These include [Prizm Lens Technology](https://www.trendhunter.com/trends/oakley-stunt-collection), a shield lens design, and Unobtainium ear and nose pads. To promote the Sub Zero shades and its corresponding collection, Oakley teamed up with superstar skateboarder Aori Nishimura for a unique marketing campaign. “Skate culture through the decades influences my style when I am on and off my skateboard and I am naturally drawn to unique and disruptive designs, so I was immediately into the Sub Zero. Through my own pursuit I personally connected with the attitude of being able to achieve the impossible so it’s awesome to be part of this reissue," said Aori Nishimura in a recent press statement. Image Credit: Oakley ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 64% | Activity: 70% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Key Themes Behind This Trend - **Revived Retro Eyewear:** Eyewear brands are relaunching designs from the past with modern updates, presenting an opportunity for brands to tap into nostalgia and appeal to consumers who want a unique and distinctive look - **Enhanced Performance Technology:** Brands are incorporating new technologies into product designs to enhance performance and add value, providing opportunities for innovation and differentiation in competitive markets - **Collaborative Marketing:** Collaborating with influencers or celebrities can add authenticity and credibility to a product launch and create buzz among target consumers, presenting an opportunity for brands to leverage the power of social influence ### Where This Applies - **Eyewear:** With the relaunch of vintage sunglasses designs, the eyewear industry can tap into nostalgia and appeal to consumers who want a distinctive look - **Sporting Goods:** Integrating new technologies into product designs builds upon the existing foundation of performance enhancing products creating differentiation in competitive markets, opening up opportunities for innovation and brand distinction - **Advertising and Marketing:** Collaborations with influencers in marketing campaigns provide an opportunity for brands to leverage the power of social influence to add authenticity and credibility to a product launch, creating excitement and boosting sales ## Related on Trend Hunter - [90s-Inspired Metallic Sunglasses](https://www.trendhunter.com/trends/oakley-neo-jacket.md) - [Sporty 70s Era Eyewear](https://www.trendhunter.com/trends/oakley-muzm-eyeshade.md) - [Futuristic Performance Eyewear Models](https://www.trendhunter.com/trends/performance-eyewear-model.md) - [Iconic Eyewear Design Revivals](https://www.trendhunter.com/trends/hookipa-ultra.md) - [Transparent Crystal Sunglasses Frames](https://www.trendhunter.com/trends/the-harwood-20.md) - [Leather-Detailed Luxe Eyewear](https://www.trendhunter.com/trends/muzm-mars-xmetal-leather.md) - [Y2K-Era Titanium Sunglasses](https://www.trendhunter.com/trends/oakley-xmetal-juliet.md) - [Tech Futuristic Eyewear Collections](https://www.trendhunter.com/trends/culture-refined.md) - [Crystal-Encrusted Eyewear](https://www.trendhunter.com/trends/oakley-x-swarovski.md)