Ralph Lauren debuts crypto-friendly Miami store

Fashion retailer Ralph Lauren will accept cryptocurrency payments at its newly opened store in Miami’s Design District, in an effort to “combine digital innovation and immersive experiences.”

In a first for the brand, the store is working with service provider BitPay to allow customers to purchase merchandise using bitcoin (BTC), ether (ETH) and Polygon’s token, MATIC.

Spanning 4,135 square feet, the new store also houses a curated assortment of men’s Purple label and women’s collection apparel and accessories, alongside one-of-a-kind handbags and accessories exclusive to the Design District location.

To celebrate the new location, Ralph Lauren will be hosting a series of immersive and experiential moments throughout the year starting with a collaboration with Poolsuite, a Web3 community “deeply rooted” in the Miami lifestyle and aimed at building the future of internet leisure.


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In addition, the company is working with Web3 community Poolsuite to release a co-branded NFT that will be gifted to all existing Poolsuite community members, unlocking exclusive access to attend a special event.

Holders of Poolsuite’s Grand Leisure collection will also be able to update their ‘Leisurist’ Avatars with digital Ralph Lauren looks.

“This store will be an opportunity for us as a brand to gather key insights as we continue to explore the space,” Ralph Lauren’s chief innovation and branding officer David Lauren told WWD.

“We are in the early stages of our road map, but we see an exciting opportunity ahead across digital goods and virtual experiences to build upon our past touchpoints in the metaverse.”

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