As Virgil Abloh has said, ‘sneakers have always kind of been ugly’, and lately we have just embraced ugly as a desirable genre of footwear. Golden Goose is undeniably a pioneer of this movement, leading the pack with their iconic distressed kicks.
Having once been a fad when first launched in 2007, the beloved Italian brand has created a permanent niche between intentionally “ugly” and conventional. Unlike your stark white tennis shoes, Golden Goose sneakers have a worn-in look, fresh out of the box. GG redefines the norm and elevates the luxury sneaker game to be wearable and stylish.
The brand has created its own identity in the irony it represents – they are a status symbol in the name of mocking luxury with a messy and undone appearance, all the while being a luxury product. This philosophy has influenced countless other brands, including Vetements, to follow suit with ordinary or tired pieces that are marketed for high end clientele.
Since, the ‘ugly’ sneaker has taken the spotlight, most fashion houses have shifted their style into creating sneakers to follow this trend. The lived-in look allows for the shoes to look common, while still catching the attention of those in the know.
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