"The chicken with golden eggs ". When Francesca Rinaldo and Alessandro Gallo named their label in Italian, they did not yet suspect the unprecedented success they were going to experience. And for good reason, when he created Golden Goose Deluxe Brand in the second millennium, the Venetian couple has only one concern in mind: to found a brand that marks the union of their two passions, art and the fashion. Mixing vintage aesthetics and racy luxury with a background of Italian know-how, the first collections are distinguished by contemporary design shirts, minimalist inflection cowboy boots or bags for men and women.

In 2007, the creators embark on the popular field of basketball. Subtle blend of leather, velvet calfskin and sequins, their deliberately destructive style seduces sophisticated urban fashion lovers, at a time when it is good to wear a falsely neglected draw. His distinctive sign? A star flocked on the side, became totemic symbol of the brand, coupled with a prodigious craft industry.

"We work with a network of local suppliers with whom we share not only professionalism, but also values ​​and sensitivity. The design process requires many stages of work, from cutting, to treatments, and these are done by artisans through a network of Venetian suppliers, who have great expertise. Explain the founders at the MatchesFashion website. As for the effect of wear, signature of the now inimitable Golden Goose ? "It's a secret. "-they answer, reluctant to reveal (all) the secrets of a unique finishing touch.

Authentic without being artificial, each of the pairs seems to carry in it a singular story. A new way of approaching luxury, breaking with the codes of an industry usually relying on aesthetics ostentatious bling . "In 2007, there were no fashion sneakers like Golden Goose, " says Marina Larroude , fashion director at Barneys New York at New York Magazine. "There were the sportswear brands, then the upscale fashion houses that produced very valuable sneaker designs, but there was no real in-between, Golden Goose filled that void by providing a fashion shoe that looks cool and neat, without being too precious. "

A fair positioning in the end, which allowed the Golden Goose to rise to the rank of "it-shoes", adopted moreover by influential personalities like Virgil Abloh, founder revered of the Off White label, Leandra Medine or ten years later , in a more teenage segment, Taylor "Queen of The World" Swift. Proof that the falsely neglected continues to seem authentically connected.