Golden Goose has reopened its Madrid flagship—now a creative hub for Repair, Remake, and Co-Creation. From reviving old sneakers to customising new ones with in-house Dream Makers, the sneakers now combine sustainability with style.

The process of raving pre-loved sneakers at Golden Goose is a unique customisation experience where the customer’s vision meets the artist’s craft, resulting in a one-of-a-kind product designed by both of them. The handcrafted approach and several activities allow customers to interact with this product renewal phase, which aims to lengthen the life cycle of products through three cornerstones: Repair, Remake, and Co-Creation.

“For more than two decades, Golden Goose has been committed to promoting its tradition of craftsmanship and supporting those dedicated to these crafts-from artisans to tailors, local artists and many others. Co-action between Golden Goose artisans and customers will become a key element in this mission. From sustainability to responsibility. From co-creation to co-action,” Silvio Campara, CEO, Golden Goose had explained on another occasion. “It is only together that we can move forward on this responsible journey. Through small actions, each of us can create a chain of positive change. Together. With you”.

At Golden Goose, the team loves taking their classics and reworking them all the time, always from a new angle. “Remake” is a new interactive customisation experience that allows customers to design their own unique products astride artisans who can help refurbish their items, which the company calls “Dream Makers.” Customers can apply tie-dye effect, multi-foxing on the sole, or can choose a message or design to be handmade on the shoes with tattoo or airbrush technique.

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About Golden Goose

With the ambition of bringing Italy’s “hand-made tradition” to the world, luxury sneakers, apparel and accessories brand Golden Goose was founded in 2000 by Francesca and Alessandro Gallo, who sought to redefine luxury fashion by combining artisanal techniques with a streetwear aesthetic. The business began from a garage-turned-office in the industrial town of Marghera, near Venice. Once their first ‘house’ was founded, all that was missing was the right name. The choice fell on Aesop’s, the ancient Greek author, best-known fable, ‘The Goose that Laid the Golden Eggs’.

Per the website: ‘Our family is ignited by energy, positivity, and shared values. We let each individual’s creativity flow, we put our trust in each other and in our dreams. Everybody can be a part of this: being Golden means sharing these ideals and making them your own. This is who we are and what we represent: a patchwork of stories, memories, and experiences that bring us together.’

The brand debuted its first sneaker collection in 2007, which would ultimately become its hallmark product, characterised by its distinctive distressed aesthetic. In 2012, the brand gained international attention after launching its “Superstar” sneaker, which features a star logo and was marvelled for its unique combination of worn-out look and artisanal ethos. The sneaker’s unapologetically imperfect look appealed to consumers, propelling the brand into the spotlight. By 2015, Golden Goose had become a staple in luxury fashion, with sales soaring, particularly in the United States and Asia, establishing its presence in high-end department stores and boutiques.

Collaborations have played a significant role in Golden Goose’s history, further enhancing its appeal and expanding its artistic identity. In 2019, the brand partnered with Chinese artist and designer Xu Zhen to create an exclusive limited-edition sneaker which blended contemporary art with fashion. This collaboration showcased Golden Goose’s commitment to merging cultural influences into its designs, offering a fresh perspective whilst maintaining its core brand identity.

In 2016, Golden Goose was acquired by the private equity firm Carlyle Group, which provided the brand with the financial resources to expand its global footprint. Following the acquisition, Golden Goose has made significant investments in retail, opening flagship stores in New York City, Tokyo, and Paris. The brand received a lot of attention at Milan Fashion Week. In 2018, Golden Goose debuted its first full ready-to-wear collection, showcasing the brand’s versatility and commitment to artistic expression.

In 2021, Golden Goose launched its first sustainability-focused collection, featuring sneakers made from recycled materials. This initiative marked a pivotal moment in the brand’s history, illustrating its efforts to pivot towards a more sustainable production model while maintaining its signature aesthetic appeal.

Today, Golden Goose is a luxury brand specialised in the sourcing, design, and distribution of iconic products, primarily sneakers complemented by apparel, accessories and bags. The brand pioneered the ‘casualisation’ and ‘sneakerisation’ of the global personal luxury goods market, with the creation of their signature sneakers handcrafted in Italy. The luxury brand recently welcomed new Global Brand Ambassadors, tennis stars Jasmine Paolini and Zizou Bergs, and padel icons Marta Ortega and Juan Lebrón. They join Olympic skateboarding champions Keegan Palmer and Cory Juneau, and padel champion Arturo Coello, to embody the brand values of family, passion, and authenticity.