Oakley could soon give Google’s Project Glass a run for its money.

The eyewear maker told Bloomberg that it is developing technology for integrating smartphone elements into its products. The science is only in the preliminary stage, however, as Oakley’s Chief Executive Officer Colin Baden (picture, left) would not even validate plans to launch such spectacles. He did explain his company’s stance on the project, though, while detailing how the public is yearning for a heads-up display:

“As an organization, we’ve been chasing this beast since 1997,” explained Baden. “Ultimately, everything happens through your eyes, and the closer we can bring it to your eyes, the quicker the consumer is going to adopt the platform.”

Colin then described a few features he would like to see in the product, such as voice-controlled display information in conjunction with a smartphone via Bluetooth. The company actually has a few patents in place that detail its vision (available here, and pictured above). Oakley’s augmented-reality glasses would obviously not be cheap for consumers— especially because its initial target audience consists of athletes and eventually the U.S. military:

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