Why these $300 Ugly Sneakers Have been Popular for a Decade

Why these $300 Ugly Sneakers Have been Popular for a Decade

In 2019, everyones on the subject of ugly sneakers, from Balenciagas bulky, gorpcore Triple S shoes to Acnes exaggerated, Bill-Clinton-on-a-jog feel. But sneakers have always been pretty ugly (emphasis around Virgil Abloh air quotes), and none more purposefully so than these of Golden Goose. 

Ten years ago, the italian luxury sneaker brand arguably started several years . with its pre-distressed, leather Superstar sneakers, which cost from $300 to $600 dollars. Pre-distressed is putting it nicely; even when covered in crystals, these kicks looked busted, as though theyd already spent years pounding the grimy New york pavement. But that was the point, and influencers and Barneys customers were willing to cover such a steep price for seemingly used footwear because they were unlike everything else on the market. They embodied a involving lowbrow luxury that, clearly, people still want these days. 

In 2007, there wasnt a fashion sneaker like Golden Goose, says Marina Larroude, the style director at Barneys New York, with the Superstar running shoe. There were the sportswear brands and the high-end fashion brands who produced very precious sneaker styles, but had been no real in-between. Golden Goose filled that void by providing a fashion sneaker that polished and cool, but was not too precious. 

Luxury brands like Gucci, Prada, and Lanvin usually offered their take on fashion sneakers. And the early 2000s saw the rise of Isabel Marants wedge sneaker and Christian Louboutins studded slip-ons, both of which, objectively speaking, were um, offer on up your eyes. But at the time, some of this only young sneaker brands on the luxury market were Golden Goose and Common Projects, which introduced clean leather sneakers that embodied a sort of quiet preciousness, also because minimalism. 

A decade later, Common Projects and Golden Goose are both still status symbols popular  the clientele want for you to know they spent $300-something on sneakers  but Golden Gooses power is based on its disguise or mocking of luxury, whereas Common Projects indulges in the thought that luxury could be quotidian. 

Golden Goose founders Alessandro Gallo and Francesca Rinaldo describe the Superstar sneakers as being an emotional creation that is authentic and never artificial. They appear as though theyve already lived the right life, together with adventure, and encourage a person do more of the same. You desire them anywhere, in any social shape. (Whereas if I see a puddle with my Common Projects, Ill cross the road.) The duo also added that the Superstars are unconnected an issue [fashion] sectors typical rules and principles, referencing usual glean of high-fashion. Theyre meant to blend in among the every-man, while still catching the attention of individuals the appreciate. 

We possess a word in this now: They helped to herald the emergence of normcore, said Leandra Medine, who started wearing Superstar Golden Goose sneakers because they had a concealed wedge the particular heel. 

When asked if the Golden Goose Superstars predicted the ugly sneakers trend, too, Medine agreed, stating that they were one among the first deliberately scuffed offerings at market and symbolized a larger cultural shift in how we display wealth today. Avoid gold toilet seats, she added. 

Despite the simple fact we elected a billionaire businessman to get our president  possibly spite of the  overt displays of wealth are frowned upon these days time. The recent Louise Linton Instagram incident may be the best example of this, but what's more, it's borne out through attractiveness of designer baseball caps and $2,145 Ikea bags. If Linton had hashtagged Golden Goose rather than Herms, though, would people have reacted in a different way? 

In addition to the political comfort of hiding ones wealth with $300 dirty sneakers, theres also an emotional comfort into a pair of Golden Goose Superstar tennis shoes. [People] dont want to look too precious any more, and dont want to look like theyre trying too hard, concluded Larroude. Its somewhat outdated to look too put-together. Millennials especially want to wear things that put off an easygoing air. 

Ten years ago, as soon as the Golden Goose Superstar was initially released, ugly was different; today, its a badge of live up too. Weve got the rapper Ugly God; a model with 323,000 followers whose Instagram handle is @UglyWorldwide; and high-fashion designers like Miuccia Prada calling specific collections disgusting. 

To quote Beyonc, pretty hurts. Ugly sells.