EssilorLuxottica’s Sunglass Hut has partnered with avatar platform Ready Player Me in a first-of-a-kind initiative that merges virtual worlds and physical retail. 

With this partnership, customers can claim free digital sunglasses – used to accessorize their avatars on Ready Player Me – when visiting select Sunglass Hut stores starting on September 14. The available models are Ray-Ban and Oakley.

Ready Player Me enables users to create custom 3D avatars with a selfie and use it in more than 10,000 compatible apps and games. 

“Our partnership with Ready Player Me is a pioneering initiative that demonstrates our commitment to innovation and to providing our customers with unique and engaging experiences,” said Giorgio Pradi, GM of Sunglass Hut.

Timmu Toke, CEO of Ready Player Me, added virtual fashion is a rapidly growing market, and the partnership will help the company stay at the forefront.

Founded in 1971, Sunglass Hut is the destination for fashion and performance sunglass brands with more than 3000 retail locations across the globe.