hat comes to mind when you think of Gucci? Designer handbags, fashion jewelry, elegant Swiss watches? What about payment integration with an ERC-20 governance and utility token that wants to power Web3? Rolls off the tongue, doesn’t it?

The iconic Italian fashion brand announced this week it would expand its  payment options to include the Bored Ape Yacht Club-affiliated ApeCoin (APE) — but only through BitPay. In other words, Gucci will let you liquidate your APE for United States dollars and spend the proceeds at its stores. The move marks a major validation for the currency from a leading luxury brand. Gucci plans to extend the pilot to all of its directly operated North America stores this summer

This is a major development for both the cryptocurrency and fashion industries. For fashion, it could portend a new era of luxury spending — one in which digital assets are used to purchase high-end goods and services. For crypto, it signals growing mainstream adoption of the use of digital currencies and helps legitimize them as a viable form of payment. For luxury brands like Gucci, accepting crypto payments opens up a whole new market of potential customers. 

Of course, some will say that this move is nothing more than a marketing stunt. But even if that’s true, it’s a savvy one. By accepting APE, Gucci is showing that it’s a forward-thinking brand that’s willing to experiment with new technologies — and that could attract a new, younger customer base.

So, what does this mean for the future of crypto? Only time will tell. But one thing is certain: Gucci’s move is yet another sign that digital assets are here to stay.


Aug 6, 2022
Digital Lifestyle

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