Golden Goose Rules
The Sole of the Matter
Is it outrageous to pay $500 and more for a pair of pre-distressed and pre-destroyed sneakers? Apparently not. The Golden Goose brand has been going strong with the “lived-in” look for more than 10-years. Their coveted Superstar model has a devout A-list following that includes Taylor Swift, Selena Gomez, Jude Law and Gwyneth Paltrow.
Luxury brands like Gucci, Prada, Louis Vuitton and Balenciaga have their own take on fashion sneakers, but GG is different. It’s luxury without looking luxurious. Manhattan resident Elissa F. says, “I like that I can wear Golden Goose dressed up or down…I like that it’s a luxury brand, but isn’t screaming its brand name like some others, it’s more subtle.” Take a fresh pair out of the box and you’re holding kicks that look like they’ve been pounding the city sidewalks for years.
The creative spirit behind the brand are Venetian designers Francesca Rinaldo and Alessandro Gallo. The duo paired the aesthetic of the skater culture with Italian craftsmanship, but also with a purpose in mind. The designers want everything to be as imperfect as possible. They like things that are lived-in, touched with life. They call it “perfect imperfection.” The Superstar sneaker is the brand’s biggest hit in the global fashion world. The footwear has a vintage feeling with a modern twist and the steep price is no deterrent. Last year, giant retailer Nordstorm sold out of a $530 pair of Golden Goose sneaks that appeared to have tape holding them together.
Stroll the streets of some of the world’s fashion destinations and you’ll see dirty sneakers emblazoned with the iconic star. Styles include studded accents, glitter, animal prints and plush shearling. Elissa F. owns two pairs of GG and bought a pair for her daughter to wear to her Bat Mitzvah. “Instead of buying fancy party shoes that she’ll only wear once, I bought a pair of Golden Goose accented with glitter that I knew she would wear long after the party was over,” she said.
The Golden Goose brand was acquired by The Carlyle Group in 2017. Last week Bloomberg news reported the private equity firm is considering a sale of GG and the price could top the $1 billion mark. Whether the transaction goes through or not, two fashion outsiders based in Venice, Italy created a successful brand that clearly doesn’t follow the typical rules and principles of fashion.