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The block-letter attitude brand of the '90s: bold white slogans about living hard and fearing nothing, splashed across black T-shirts, hoodies, and the rear windows of half the pickup trucks in the school parking lot. No Fear turned extreme-sports bravado into a middle-school uniform.
The sunglasses company that started out making motorcycle grips. By the '90s, Oakley's wraparound shields and mirror-finish iridium lenses were the uniform of athletes everywhere — M Frames on ballfields, Eye Jackets in Michael Jordan's ad campaign, X-Metal sculpted from the company's own titanium alloy.