Oakley also deals with retail activities, including Bright Eyes, Oakley Stores, and Optics Shop in Aspen. Oakley is a sporting brand that takes inspiration from art and science. It encourages imagination and a relaxed lifestyle. The Oakley brand produces products that can be relied on by professional athletes, as well as amateurs even in the most difficult physical endeavors. This is Oakley's main goal, and is constantly innovating and technically improving its products. The latest technological innovation is Prizm Technology's special glass, which maximizes contrast to glass and improves visibility.