Luxury Italian fashion brand Gucci is the latest mainstream fashion-come-blockchain news rumour, as the Ethereum Name Service (ENS) domain ‘gucci.eth’ has been purchased for 12 ETH (over $36,000).

Although the exact purchaser is yet to be confirmed, it would be reasonable to assume that the transaction can only be one of two things- either a purchase made by Gucci itself, or a purchase made by a speculating investor who hopes that the luxury brand will one day wish to by the exclusive ENS domain off of them (given that the company will be attracted to its simplistic and no-nonsense attributes).