THE INNER HEART OF OAKLEY’S OUTERWEAR

Rheina Yosuico Brings an Otherworldly Element to Women’s Active Outerwear

How often do we forget the amount of effort that goes into the clothing we’re wearing? We forget that each creation is a labor of love — something that resonates from a designer’s heart. Meet Rheina Yosuico, the women’s tech outerwear designer for Oakley…and the heart of the women’s snow, there.

Yosuico isn’t your average designer. Certainly her visions play a part in the fashion of what she creates, but her end results are a mixture of style and functionality. Take one of her favorite pieces, for example; while the Spontaneous Jacket looks like your average ski jacket, its intricacies are what make it a must-have for any winter enthusiast’s wardrobe. With the military inspired double-breasted self-buttons, it has a flattering silhouette for the female rider who wants to be edgy and look cute at the same time.

And then there are the bells and whistles: a high-quality microfiber goggle pocket to prevent abrasion to the lenses, a media/MP3 pocket, a phone pocket, brushed mesh lining for warmth, adjustable cuffs, and a storm skirt snap system that attaches the jacket to the pant to prevent snow entry. It’s part lifesaver, part fashion statement, and completely in line with Yosuico’s design mandate.

“My ultimate design would have to be a refined, understated look that has a flattering silhouette and fit, with highly technical features, specialty trims, and innovative yet sophisticated fabrics that would function under the conditions it’s designed for!” she says.

Though Yosuico has been interested in design as long as she could remember, it wasn’t until after she earned a B.A. in Psychology that she admitted to herself that she wanted art to be part of her career. Shifting her focus, Yosuico returned to school and attended the Academy of Art College in San Francisco and graduated with an M.A. in fashion design. Yosuico had internships with Bruce and Old Navy, worked for Fox Racing and Levi’s, but it was walking into an O store that changed her life forever.

“I remember going into an O store and being very impressed with their design innovations,” Yosuico recalls. “When a position opened up, I saw the opportunity to expand my skills as a designer by focusing on a category that’s refreshing yet challenging. I saw that Oakley’s women’s snow category could potentially grow into something special. And I wanted to be involved in that progression.”

“Progression” barely touches on where Yosuico has taken the line, and one look into her daily life shows why. Yosuico takes a team player attitude to her work, collaborating with the men’s technical outerwear designer on inspirations, fabrics, and features while working on new designs. She also reviews styles and line plans with the merchandiser, then collaborates with the graphics team, providing direction for the women’s snow category on patterns, graphic hits, and trim details. Then she works with the technical team on fittings, constructions, and features, all while she works with developers to ensure proto samples get executed accurately.

“It’s definitely a juggling act, trying to make certain that the designs get carried through every step of the way to production,” Yosuico says. “The challenges I encounter strengthen my skills as a designer and my ability to problem-solve.”

One of the best aspects of the company? Yosuico gets to travel around the world, which inspires her designs for upcoming seasons. It also helps that Yosuico is a fan of the sports that inspire her designs. And while it took a roundabout way for her to achieve her dreams, she wouldn’t change a thing.

words by Carly Milne

images provided by Oakley