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Writer's pictureTom Goedhart

Are You Serious? $500 for 'Worn-Out' Sneakers?!

Imagine shelling out $500 for sneakers that appear thoroughly worn out, complete with scuffed toes and random scratches. At that price, you could easily grab a pristine, stylish pair from a reputable brand. Yet, that's exactly what Golden Goose - the luxury sneaker brand - is banking on.

Founded in 2000 in Venice, Italy, Golden Goose has pioneered the trend of selling deliberately "distressed" sneakers, leaving many scratching their heads in disbelief. Designers Francesca Rinaldo and Alessandro Gallo envisioned a unique aesthetic that blends both the new and the vintage, creating a vibe that appeals to sneaker enthusiasts and casual wearers alike.

Unlike traditional brands that deliver their products in flawless condition, Golden Goose sneakers undergo an extensive "torture" process involving grinding machines and hand-sanding to achieve their signature pre-worn appearance. Fresh out of the box, they seem like they've already traveled the world - yet shoppers are still willing to pay a premium for these shoes.

Before Golden Goose burst onto the scene, the sneaker market was saturated with pure sports brands and high-fashion options from names like Gucci, Prada, and Lanvin. The early 2000s witnessed the rise of wedge sneakers from Isabel Marant and studded designs from Louboutin, which some deemed excessively flashy. In contrast, up-and-coming luxury brands like Golden Goose and Common Projects embraced minimalism, offering a refreshing alternative.

Off-White x Golden Goose in 2016, all because Virgil Abloh was so enamored with the unique sneakers from the Italian brand.

Despite their battered appearance, Golden Goose sneakers are crafted from high-quality leather that’s both buttery soft and exceptionally durable - think the kind of leather you'd find in Italy's finest dress shoes. The inner lining is made from a cotton loopback fabric that’s slightly rough yet warm in winter and absorbent in summer, making these sneakers perfect for year-round wear. Each pair is painstakingly handcrafted and distressed by skilled Italian artisans, ensuring no two pairs are identical.

Golden Goose embodies a feeling that’s hard to replicate. Each sneaker tells a story, inviting wearers to embark on their own adventures. These unique shoes feel comfortable from the first wear, requiring no "break-in" period, almost as if they've been a part of your life all along.

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