Fueling the Obsession for Golden Goose Sneakers
Have you seen people waiting to board a flight or at a sporting game wearing eye catching sneakers with a star logo on the side and vintage feel (some may even call it a worn, dirty look)? Those were Golden Goose sneakers (or cheaper copycat shoes)! A pair of worn looking sneakers (with animal skin patterns, shiny glitter, and sharpie drawings) cost between $550-$1000. Since 2000, the luxury fashion brand that purposely makes sneakers look distressed has created a cult following and undoubtedly starting a trend. Around the same time the shoe was born, Facebook groups started popping up as well stating their adoration. One of those is Golden Goose Gang.
Since follower count is always a judged vanity matric, you might like to know that as of September 2021, the group has 22 thousand members. It is a private group, although visible so it can be searched. There is 1 admin and 4 monitors to help secure all the rules are followed. However, the 1 admin ads tremendous valuable posts almost daily. She posts exclusive info on pre orders, when styles are back in stock, shoelace ideas, outfit styling ideas, and shoe sizing tips. She is also the only one who can link items to her Like It To Know It page, which is where you can click on the items and it takes you directly to the website for purchase.
Members post shoes they would like to sell (used or new), ask advice on which color style they should buy, and when they are in search of a particular shoe members can ask the community if anyone has it and is willing to sell. It is also a place for members to post their new shoes simply because they are so excited about them. The community feeds everyone’s obsession in how gorgeous and amazing the shoes are. Comments range from about 6–80 just commenting on shoe style, or that they have the same shoe, or desire to make a purchase. There is no depth in any of the comments. However, it is a shopping group, so maybe depth is not needed. Members understand each other; no one in the group thinks it is ridiculous to spend $600 on worn looking shoes. They fuel each other’s desire to have multiple pairs (while our husbands just don’t get it)!
There are a few times in the last 2 weeks where moderators had to post about following the group rules. They included reminding members to send payment within 4 hours of agreeing to purchase or you will be blocked, and the shoes will be open for others to buy. Also, when inquiring about a shoe through DM, members are to respond in a timely manner.
While the group shares inside knowledge on future styles, outfits to pair the sneakers with, and how to get your hands on hard to come by styles, there is no tribe feeling. Yet, members all feel accepted and understood by wanting to spend $500 on shoes that look old and beat up. As italist.com states, denim jeans have been sold new with holes, distressing, and other markers of use for decades. It’s only recently that the idea has been applied to sneakers in the luxury category. As a member of the group myself, I LOVE it (and makes me think it’s ok to skip lunch for a week so I can buy a new pair)!
References:
https://www.italist.com/magazine/how-golden-goose-sneakers-are-made/
https://santafedrygoods.com/editorials/golden-goose-rise-in-popularity/
