Welcome to Chic Inc.
By Andrew Tilin

(Business 2.0) – Love 'em or hate 'em, when you first see a pair of Oakley sunglasses, one thing's for certain: They make a strong impression. This ethos, in fact, lies at the core of the corporate identity of the $550 million maker of industrial-chic sporting apparel. And it goes a long way toward explaining the lobby of the company's headquarters in Foothill Ranch, Calif.--a retro-futuristic space dominated by a giant industrial fan, a galvanized sheet-metal ceiling, and mechanical waiting chairs extracted from a B-52 fighter plane. "I'd like to think the first impression is that we're not normal," says Oakley president Colin Baden, who personally designed the entrance of the $48 million building. "It says you've got to dig deeper." -- ANDREW TILIN