Weathered For Sale

By: Jacob Solomon

This past week, Golden Goose dropped its new collection. Despite departing from sneakers and focusing more on clothing, none of the items in the Golden Collection lost the signature Golden Goose touch: pre-distress. For example, one of the newly added men’s jackets, appropriately titled the “Golden Collection leather biker jacket with distressed treatment with hammered studs and adhesive tape,” has a zippered outside pocket lined with -- you guessed it! -- silvery-grey adhesive tape! Oh, and I should mention this jacket is $3000.

But why? Why does Golden Goose continue to drop products that look like they have been worn for a decade?

It is all part of their story. The philosophy behind Golden Goose is that their shoes and clothes have already had their “journey” created. The artificial rips and stains added during production gives the item body and character, allowing the wearer to finish the item’s story in their  own way. It makes the wearer feel like the item they have purchased has already been loved, and now it is his turn to love the item. Although one could argue that this philosophy is a gimmick, one cannot argue with Golden Goose’s sales. Particularly, the difference in the demographics that those sales are made to. The story is so compelling and empathetic it allows for all walks of life to connect with Golden Goose’s items and finish their story. From suburban moms to skater boys, Golden Goose sneakers are definitely among the top sellers -- something that is often hard for a brand to achieve. 

None of this shakes the most-oftenly used criticism associated with Golden Goose...that they are ugly. Personally, though, I love it. I am a huge fan of the distressed look as it gives the item a greater amount of personality which, in turn, makes the wearer feel better about their  style. But I also just think they are so cool! 

The Golden Collection might not be for everyone. But for those who love it, it is the perfect way to wave away Summer and welcome Fall.