As Golden Goose opened its first Forward Store in the Middle East at Dubai’s Mall of the Emirates, CEO Silvio Campara not only shares all there is to know about the first co-action format but also why and how Golden Goose distressed sneakers became a cult item.
So where do Golden Goose sneakers come from?
Based in Venice, Golden Goose launched the sneaker collection in 2007 trading athleticism for aestheticism.
Each pair of sneakers takes traditional Italian dress shoemakers four hours to make. That’s before the in-store customisation with Sharpie-wielding staff, a selection of crystals and patches to pimp your ride.
The clothes carry the same distressed approach to luxury with T-shirt prints masquerading as coffee stains and $1920 jeans studded with crystals with holes slashed below the knees.
Why the “perfect imperfection” is a hit with customers?
“Our products epitomize all our values and all the distinctive elements of our DNA: Timeless, Uniqueness, Craftsmanship, and Lived-In.
Our customers love that every piece is lived-in, distressed and touched with life, as well as being different from one another. They feel like our products already have a story and they are now ready to collect more experiences together with them.
Besides offering handmade artisanal products we have been focusing on a strong customer-centric strategy throughout the years, building a devoted community of lovers and collectors. Being Golden Family is about the values we believe in, the experiences we share, the time we spend together and the mutual respect for each individual.
The brand’s ‘lovers’ will continue defining what Golden Goose is and what it means to them, enabling them to explore and reveal their authentic selves. Silvio Campara, Golden Goose CEO.
THE CO-ACTION: Repair, Remake, Resell, Recycle
The Forward Stores feature new responsible experiences. An artisanal approach and a range of interactive activities co-exist here, giving clients the chance to embark on a memorable sustainable journey revolving around four pillars: Repair, Remake, Resell, and Recycle.
Now anyone can bring sneaker products and garments from any brand for cleaning and sanitization, repairs and replacements, restoration, and refurbishment to the Forward Store, lengthening the product life cycle; hence, reducing the impact on the planet.
A unique personalization experience also gives customers the chance to conceive their one-of-a-kind items together with the brand’s Dream Makers, picking from a wide range of ornaments and finishings to apply on their new or pre-owned products. Clients can also choose among different treatments such as distressing, embroidery, or handwritten messages, and hand painted drawings, turning them into unique one-of-a-kind crafts. For sneakers, clients can tie dye, apply multi-foxing on the sole, and have their favorite messages or drawings either tattooed or airbrushed on them.
The Forward Store also offers a Made to Measure service for suits, dresses and leather jackets, and a Bespoke program for sneakers. For the Made to Measure garments clients can choose among different fits, materials, linings, and buttons that suit their personality, and then add a final personalization to the garments. For sneakers, clients will work directly with the Cobbler to create from scratch a pair with unlimited possibilities.
Last but not least, clients can dispose of any old, unwanted products in two Recycling baskets to make sure that these are put back to use.
For more accessory news CLICK HERE.
