THE WHAT? Gucci is gearing up to accept payments in cryptocurrencies in US stores, according to a report published by Bloomberg. The Kering-owned brand’s New York, Los Angeles, Miami, Atlanta and Las Vegas stores will adopt digital tokens from the end of the month.
THE DETAILS The payment option is expected to be rolled out to all US stores this summer, with some 10 cryptocurrencies accepted, including Bitcoin, Bitcoin Cash, Ether, Dogecoin and Shiba Inu.
THE WHY? Luxury brands are increasingly embracing all things digital in a bid to appeal to a younger audience, from blockchain technology to the metaverse.