For the past two decades, the cool kids have been looking to Golden Goose (All photos: Golden Goose)
If there is one trend that is here to stay, it would be “effortless chic”. And why should it not? After all, a dressing philosophy that does not warrant lashings of gloss and maximalism should be wholeheartedly embraced. Besides, just like athleisure, pared-down fashion is reflective of a society shifting towards greater inclusivity, practicality, informality and simplicity.
Even if you were not born with an innate sense of style like a willowy Parisian or an off-duty model, there are ways to inject effortlessness into your look via, say, a perfect pair of sneakers that can take you from day to night. For the past two decades, the cool kids have been looking to Golden Goose, an Italian fashion label globally renowned for its iconic kicks.
Despite its Anglicised name, the brand’s heritage is deeply rooted in Marghera, an industrial port town near Venice, Italy. “[Our heritage is] grounded in the city’s industry reality but combined with the dream-like beauty of Venice,” says its Asia-Pacific CEO Mauro Maggioni. “Italian tradition is, and will always be, a fundamental value. We strive to keep it alive, passing on the warmth of craftsmanship through perfect imperfections, while upholding an industrial contemporary vision enriched by the timeless art of craftsmanship and tailoring. This philosophy is embodied not only in our products but also the journey of love we share with our clients.”
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Those unfamiliar with Maggioni’s description of “perfect imperfection” will soon realise this is a fundamental pillar of the Golden Goose DNA: comfort with a worn-in, vintage vibe. It is a formula that has come up trumps for the label, growing its offerings from footwear to apparel as well as a presence that now spans several continents and hundreds of stores.
One of its latest — at The Exchange TRX in Kuala Lumpur — occupies more than 200 sq m of space, giving a good feel of the aesthetics and creative direction. Raw concrete walls and floors exude unpolished, industrial vibes while archival souvenirs, collected from travels around the world, add interest, detailing and character. In short, if you are a relaxed yet style-conscious globetrotter with a sense of curiosity and individuality, you would feel comfortable and very much at home. It is an observation Maggioni agrees with. “We don’t focus on age or gender; instead, we prioritise values such as positivity, respect, kindness, love, authenticity, self-expression and creativity — each expressed in a unique and meaningful way. Since our debut [in 2000], Golden Goose has aimed to be more than just a traditional fashion brand — we strive to be a platform. Our community is united by shared values and a love for our products. We’re dedicated to inspiring everyone to express their inner star, embrace creativity and push boundaries.”
As travel is a major source of inspiration, the iconic Super-Star, launched in 2007, was the first Golden Goose sneaker to feature its now-ubiquitous star design and whose 70s derby structure is a homage to Californian skate culture, in particular Venice Beach in Los Angeles. “The intentional wear and tear reflects the spirit of Venice Skatepark,” Maggioni says.
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The brand’s commitment to artistry and self-expression is also embodied in its unique customisation service. The KL boutique, naturally, offers the Golden Goose Co-Creation experience, which allows customers to actively design their own sneakers, collaborating with in-store artisans called Dream Makers. “This personal involvement strengthens loyalty, as seen in our 50% customer retention rate and 20% higher retail performance compared to other luxury names,” Maggioni says. “Our approach resonates strongly with millennials and Gen Z who value authenticity, sustainability and the chance to share their stories through our products, creating a tight-knit community. By collaborating with our Dream Makers, they experience a blend of individuality and traditional craftsmanship. The result is an inclusive design and a customer journey that feels personal, emotional and unique.”
Entry-level sneaks are priced around RM2,650 while the most expensive Co-Created pair is said to have exceeded RM10,000. Golden Goose also presents a Bespoke programme, where clients can work directly with the brand’s Cobblers to craft a pair of sneakers from scratch, choosing from unlimited possibilities, with the price adjusted according to their needs.
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“Yes, Golden Goose is known for iconic sneakers, but what truly sets us apart is the emotional connection we foster with our customers,” Maggioni says.
“Unlike those focused on trends, we are a ‘love’ brand that connects deeply with customers through exceptional products and from involving them in the creative journey. Our core philosophy is about offering immersive, people-centric experiences that go beyond looking good — they’re about feeling good.”
Sounds like a shoe-in. Whoops, we mean shoo-in.
This article first appeared on Apr 21, 2025 in The Edge Malaysia.
