For the first time in the history of the Southern California-based brand, Oakley has named a Chief Visionary, Travis Scott.

According to Hypebeast, as Chief Visionary, Scott, a fan of the sunglass brand, will work with his Cactus Jack team to reimagine the brand’s future. With the FE!N rapper stepping into the role as part of “a new chapter,” the American eyewear and performance gear label intends to push the brand’s visual and cultural identity to the next level.

With the rapper crafting new campaigns and reimagining Oakley’s classic catalog, Scott shared that he “had to be part of” what Oakley was working toward. “I’m inspired by what people think can’t be done,” Scott said in a statement, per Complex.

“It’s about pushing culture and reworking ideas to see how far they can go. Oakley’s design game is next level, and I had to be part of that. We’re building something that blends legacy with the future. This is just the beginning,” Scott shared.

The start of the multiple year partnership was commemorated with a few Day Zero items, in addition to a poster pack and apparel. New campaigns and tour-approved pieces are set to launch in the months ahead.

Caio Amato, Global President of Oakley, said in a statement, “Today marks a bold new chapter in Oakley’s history as we proudly welcome Travis Scott as our Chief Visionary—a title that speaks to creativity, belief, and purpose, to forge something that’s not only different, it’s defining.”