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Now it is no longer the world of small white shoes. Recently, it has become popular to wear small dirty shoes. Little dirty shoes with a star logo should be familiar to everyone.
Ggdb was founded in 2000 by a self-taught designer Alessandro Gallo and Francesca Rinaldo. In addition to the two designer's love of fashion and art, the plinth of the brand lies in the fact that both of them have the spirit of Italian tradition and appreciate British style. Gallo and Rinaldo have not accepted orthodox fashion design and tailoring training. Their knowledge and skills were learned at different workshops early in the brand establishment. However, their lack of traditional training also made them bolder than usual designers to break boundaries and make new attempts. Golden Goose excels at recreating vintage materials into originals, combining traditional meticulous tailoring and dedication to detail to create stylish, comfortable and elegant men's and women's clothing, accessories and footwear.
The GGDB is priced at $400 or $100, because hand-made and 2cm raised cushions are particularly comfortable to wear and the price is naturally higher. “The Golden Goose Deluxe Brand was the first brand to upgrade the sneakers from streetwear to luxury, changing the fashion industry’s view of this type of product,” said its CEO, Roberta Benaglia. The Brand Communications Department has strict rules and emphasizes that it is not possible to write only the first two words because the meaning of "Deluxe Brand" is crucial - it is the essence of its success. A pair of worn-out sneakers that look undisguised can be sold for as much as RMB 3,000, or even tens of thousands. In some people's eyes, this is crazy, especially when it is attacked by Nike, Adidas and Valentino. In the field of shoes, how can such expensive and niche shoes be sold? However, Golden Goose Deluxe Brand has created a new path by relying on high-priced "dirty shoes."
“Today, the market regards us as a luxury street style leader brand, because we not only created the brand's 'casuality' in this category, but also became a symbol of leisurely elegance and casual luxury.” Benaglia said: "Perhaps some luxury brands today, overexposed in terms of messaging and retailing, are at risk of becoming an overpriced commodity. The Golden Goose Deluxe Brand has moderation, never overexposed, in terms of sales channels. It's very picky. That's what it means for us to be extravagant today."
In contrast to other traditional luxury brands that are pursuing what they are trying to seize with young consumers, Benaglia told BoF that she would rather describe Golden Goose Deluxe Brand as an intergenerational modern brand. “Our modernity is also welcomed by both mature consumers and young consumers. It is suitable for Millennials and also for mature consumers. Compared with other luxury brands, we maintain the value of typical classic luxury, such as Value, the presence of iconic products (our sports shoes), but at the same time blending the concepts of luxury and street,” she said: “The new generation, especially the new generation of China, is more open, more accustomed to travel and affected by the global market. The impact of the trend, so they immediately understand that we are a real brand, with real value: Made in Venice, inspired by travelers.
GGDB is so solid workmanship, high-end materials and alternative shapes, so that it stands out in a public brand. Do you think GGDB is a sports brand? Do not! It is a luxury. The successful branding of small dirty shoes and the persistence of quality are potential reasons for its success, and you deserve it.