Ralph Lauren's Miami Flagship Pioneers Ethereum Payments for Luxury Goods

Luxury fashion brand Ralph Lauren has enabled cryptocurrency payments, including Ethereum (ETH), at its Miami Design District retail location. This initiative, launched in April 2023 in partnership with payment processor BitPay, marks the first time a Ralph Lauren store has accepted digital assets for purchases. A recent social media post by "Ash Crypto" on X, dated September 21, 2025, broadly stated, "> RALPH LAUREN NOW ACCEPTS ETHEREUM PAYMENTS IN THE U.S.!", generating buzz within the crypto community, though current information indicates this acceptance is specific to the Miami store.

The acceptance of cryptocurrencies is part of Ralph Lauren's broader strategy to explore Web3 technologies and engage with a new generation of tech-savvy consumers. The Miami store serves as a focal point for these innovations, offering customers a novel way to interact with the brand. David Lauren, the company's chief innovation and branding officer, previously noted that this store presents an opportunity to gather key insights as the brand continues to explore the digital space.

Through its collaboration with BitPay, the Miami Design District store allows customers to purchase luxury products using a range of cryptocurrencies, including Bitcoin (BTC), Ethereum (ETH), Polygon (MATIC), Dogecoin (DOGE), and others. BitPay facilitates these transactions, supporting over 100 different crypto wallets and converting them to fiat for the retailer. This move aligns with a growing trend among luxury brands to integrate digital currencies into their payment systems.

Beyond direct crypto payments, Ralph Lauren has also ventured into non-fungible tokens (NFTs) and digital clothing collections for platforms like Roblox and Fortnite. The brand partnered with Web3 community Poolsuite to release co-branded NFTs, offering exclusive access and digital wearables. This multi-faceted approach underscores Ralph Lauren's commitment to innovation and adapting to evolving consumer preferences in the digital economy.