Gucci Goes APE: Luxury Brand Adds Bored Ape Yacht Club Token as Payment Option

In brief

  • Luxury fashion brand Gucci will accept ApeCoin (APE) at select U.S. stores.
  • The firm accepts other top crypto coins and has also collaborated on NFT and metaverse game projects.

Got a stash of ApeCoin (APE), the Ethereum-based token of the expanding Bored Ape Yacht Club ecosystem? Now you can spend it at luxury fashion brand Gucci, which today announced that select U.S. stores will accept it as payment alongside other coins.

Gucci’s expanding crypto payments support comes via a partnership with BitPay, which was revealed in May. Today, BitPay announced that it has added ApeCoin and Euro Coin (EUROC) to its platform, with Gucci the first retailer to bring ApeCoin support to certain U.S. boutiques.

It’s “yet another step in the House’s exploration of Web3,” Gucci tweeted this morning. The brand did not immediately respond to a request for comment from Decrypt about why it added ApeCoin, as well as how its crypto initiative has performed to date.

In May, Gucci revealed in an interview with Vogue Business that it would begin accepting top coins like Bitcoin, Ethereum, Dogecoin, Shiba Inu, and Litecoin at select stores. Payments are made by scanning a QR code with a crypto wallet via BitPay’s service.

The luxury brand has made other plays in the Web3 space this year, as well. In January, Gucci partnered with vinyl toy maker Superplastic to launch collaborative NFTs, and then revealed a Gucci Vault location that will be part of the Ethereum metaverse game, The Sandbox. The brand has collaborated with NFT art

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