Gen Z has resurrected the trend of wearing deliberately scuffed and dirty Golden Goose shoes, bringing back a fashion trend that was prevalent among millennials. These shoes, which are designed to look nonchalantly worn rather than unkempt, have become increasingly popular among the younger generation starting last summer and gaining significant traction in 2024. With prices ranging from $565 to $2,350, these shoes have become a must-have fashion item for many young consumers.
The Italian designers Francesca Rinaldo and Alessandro Gallo founded the Golden Goose brand in 2000, but did not launch their iconic Super-Star model until 2007. The intentional distressed and dirty look of the shoes has resonated with Zoomers, who have taken to social media platform TikTok to defend and praise the brand. Some users argue that buying shoes that are already dirty saves them the guilt of getting them scuffed and dirty during wear, making them more comfortable and enjoyable to wear on a daily basis.
There has been some confusion among consumers who are unfamiliar with the Golden Goose brand, with some questioning whether the dirty appearance of the shoes is intentional or a sign of neglect. Many users have found that the idea of buying shoes that already look worn and dirty is a unique selling point of the brand, as it saves the hassle of having to keep them clean and allows for a more lived-in look as they age. The overall consensus among fans of the brand is that the intentional distressed appearance of Golden Goose shoes adds to their appeal and uniqueness.
While many members of Gen Z have embraced the trend of wearing Golden Goose shoes, parents are less enthusiastic about the high price tags associated with these deliberately dirty sneakers. Some parents have expressed shock and disbelief at the amount of money their children are spending on shoes that look like they have already been worn for a long time. Despite parental disapproval, young consumers continue to invest in Golden Goose shoes, with sales data showing that a majority of the brand’s customers are millennials and Gen Z, indicating a strong demand among the younger demographic for this unique style.
Golden Goose CEO Silvio Campara revealed that the majority of their customers are young people, with 80% falling into the Gen Z or millennial category. This suggests that the brand has successfully tapped into the preferences of the younger generation, who appreciate the nonchalant and lived-in aesthetic that the purposely dirty shoes offer. The popularity of Golden Goose shoes among young consumers is indicative of a broader trend in fashion where authenticity and individuality are valued above pristine cleanliness and uniformity. Despite their unconventional appearance, Golden Goose shoes have found a dedicated following among those who appreciate their unique style and design.
