Why These $600 Ugly Sneakers Have Been Popular for a Decade

The Cut recently published an article which ran down the history and cultural importance of  the Golden Goose Superstar sneaker.

“It’s somewhat outdated to look too put-together. Millennials especially want to wear things that put off an easygoing air.”

In a insightful conversation with Marina Larroude, the fashion director at Barneys New York, she explained that “in 2007, there wasn’t a fashion sneaker like Golden Goose,” and that “[People] don’t want to look too precious any more, and don’t want to look like they’re trying too hard,” concluded Larroude. “It’s somewhat outdated to look too put-together. Millennials especially want to wear things that put off an easygoing air.”


In the past where the luxury footwear sector produced very “precious” shoes, Golden Goose filled an opportunity in the market: by providing a high-end fashion sneaker that you could wear everyday but still look chic and everyone would know it. Golden Goose founders Alessandro Gallo and Francesca Rinaldo describe

whos-dumbass-is-going-to-pay-585-for-duck-tape-12035686the Superstar sneakers as being an “emotional product that is authentic and never artificial.” They look as though they’ve

already lived a good life, full of adventure, and encourage you to do more of the same. You can wear them anywhere, in any social situation.”

The deliberately duct-taped and scuffed sneakers fell victim to a meme tirade, calling out the shoe for being a product of fashion elitism:


However, Golden Goose’s power lies in its disguise or mocking of luxury which still holds true today especially in footwear. Think Balenciaga Triple S, Raf Simons and Adidas Ozweego’s.  Even entire collections that have gone on to produce and style their looks based off of alleged fashion faux pas like Vetements and Gucci. Symbols of style and wealth have completely shifted; it seems the “normcore” trend is here to stay.


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