Guess, the fashion brand, has recently announced that it is now accepting Bitcoin (BTC) and Tether (USDT) in Lugano.

Guess, the global fashion brand, has announced a collaboration with "Plan B," a joint initiative of the City of Lugano and Tether, to accept Bitcoin and Tether payments in their Lugano store. This move is part of a larger effort to accelerate cryptocurrency adoption in the Swiss city, with over 150 shops and businesses already accepting Bitcoin, Tether, and Lugano's own LVGA Points token as payment. Customers at the Guess boutique will be able to utilize a point-of-sale system with Bitcoin Lightning Network technology to make purchases with the three digital currencies. Additionally, a user campaign offering 10% cashback to LVGA customers has been announced, and there will be zero transaction commissions in the first few months following activation. Lugano's partnership with Tether is part of a larger effort to promote Bitcoin's utility, including signing a Memorandum of Understanding on Economic Cooperation with El Salvador in October 2021.