The Milanese label has never shied away from utilising the digital to connect with its customer and expand its universe. For S/S 21, that meant taking a trip to the metaverse with its first-ever digital fashion show with a star-studded front row including avatars of Dua Lipa and Anwar. Now with the launch of the new www.gcds.com site, the brand is hoping to refresh its user experience by giving European and American-based customers the option to make their purchases using Bitcoin, Ethereum, Litecoin, Bitcoin Cash, USDC, DAI, and Dogecoin.
The move shouldn't come as a surprise as payments in virtual currencies are becoming increasingly popular; as of last year it's been estimated 300 million people currently own cryptocurrency worldwide, with no signs of growth slowing anytime soon. 'The market is growing, and payment methods need to reflect the trends', explains GCDS CEO Giordano Calza. 'Today it is essential to satisfy the millions of digital currencies consumers and users and expand payment features, which we also noticed are of interest to Gen Z'.