Ralph Lauren now accepts Ethereum nationwide, expanding from its Miami pilot and blending luxury fashion with Web3 payments.
Author: Tanishq Bodh
Ralph Lauren is expanding its embrace of cryptocurrency, announcing on September 21, 2025, that customers across all U.S. stores can now pay with Ethereum (ETH). The move follows the fashion house’s 2023 pilot in Miami’s Design District and positions it as one of the first luxury retailers to roll out nationwide crypto payments.
The expansion reflects growing demand for crypto payment options in luxury retail. Customers can now use ETH, Bitcoin, Polygon, and stablecoins like USDC to purchase apparel and accessories, with BitPay processing payments and refunds in the same cryptocurrency. Community response on X was largely positive, with analysts framing the rollout as a “milestone in crypto’s mainstream march.” Industry watchers point to Ethereum’s network upgrades as making it increasingly viable for retail transactions, improving both speed and cost-efficiency.
While Ralph Lauren’s move signals innovation, risks remain. Cryptocurrency price volatility could impact consumer behavior, while unclear U.S. regulations around digital assets continue to cloud adoption. Refunds in volatile tokens may create confusion for first-time users. To address this, Ralph Lauren is reportedly offering educational resources in-store and online to guide customers through wallet setup and crypto payments. Critics argue that widespread adoption will depend on broader regulatory clarity and whether shoppers see crypto as more than a novelty.
Beyond payments, Ralph Lauren is weaving crypto deeper into its brand experience. In August 2025, the company released Poolsuite x Ralph Lauren NFTs to about 3,000 community members. Minted on Ethereum, these tokens unlock exclusive events and avatar customizations, blending digital fashion with physical luxury. The nationwide Ethereum rollout integrates seamlessly with these initiatives, signaling a long-term commitment to Web3 engagement. By aligning with BitPay, Ralph Lauren gains access to over a dozen supported assets, ensuring flexibility as luxury retail meets decentralized finance.
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