Ray-Ban launches first NFT eyewear in history

By

Sandra Halliday

Published
Oct 27, 2021

While most people didn’t know what an NFT was just a little while ago, the tech is making its way into the fashion sector and Luxottica’s Ray-Ban brand has launched the first NFT (Non-Fungible Token) glasses in history. 

And it said that the unique virtual product “will create an unparalleled brand experience, that will once again allow our brand lovers to express their uniqueness, always being by their side in the metaverse”.

Just like fashion brands getting into gaming, technology such as this is being used as a key tool these days to generate product and brand buzz and to engage consumers beyond just buying products.

The NFT was designed by Berlin-based German artist Oliver Latta, better known by his pseudonym Extraweg, (which we’re told is “a statement of intentions, it’s provocation, nonconformity, risk, personality and attitude”).

The artist is best known for his “very provocative” 3D Motion Designs, that are “used to express emotions and struggles of today’s society”.

So, after getting him involved, on Wednesday, Ray-ban is organising a digital auction sale on the world’s largest NFT marketplace, OpenSea, for customers to bid on the artwork by @extraweg. 

The Ray-Ban Aviator will be featured in the ad hoc developed NFT. The auction sale continues until Friday with the proceeds to be donated to charity.