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Translated by
Nicola Mira
Published
Jul 14, 2022
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Golden Goose unveils new Forward Store in Milan

Translated by
Nicola Mira
Published
Jul 14, 2022

Golden Goose has unveiled in Milan its first Forward Store. The innovative retail concept, promoting ways of extending the lifecycle of products, has debuted at the label’s long-established Milanese store in via Cusani, and will soon be deployed in the Golden Goose stores in New York and Dubai.


Golden Goose has unveiled its new Forward Store in Milan - DR


The new, 370 m2 store is a tribute to Golden Goose’s original headquarters in Marghera, near Venice. It features raw concrete floors, rough iron posts and wooden shelves, where the souvenirs collected by Golden Goose during exploration trips around the world lend a warm, friendly atmosphere to the premises.

At the store’s entrance, the shoe repair section, fitted out to resemble an old cobbler’s, with all the machinery used by the trade and the tools needed to mend and personalise shoes. A second section hosts a tailoring atelier, featuring sewing and embroidery machines for that vintage feel, with a contemporary twist though.

One corner of the store showcases an artwork by Sidival Fila, a Franciscan monk of Brazilian origin who works with recycled materials and used fabrics. At the centre of the store, items of reclaimed furniture sit on well-worn rugs alongside glass tables with industrial-style blue metal legs.

The interiors have been designed to display exclusive products, like the label’s first sustainable sneaker – the Yatay Model 1B – as well as items from the Venice M’Art collection of the Venice Venice Hotel in Venice. In the middle of the store there is a wooden display dedicated to the Golden Goose Archive Collection.

“For over 20 years, Golden Goose has been committed to promoting its craftsmanship tradition and supporting those dedicated to these crafts: from artisans to tailors, local artists and many others. Raising awareness and sharing knowledge are key for safeguarding this legacy of craftsmanship for future generations - aspects that have always been at the heart of our mission and have finally been realised with the Forward Store. Joint activity by Golden Goose’s artisans and customers will become a key element in this mission. From sustainability to responsibility. From co-creation to co-action,” said Silvio Campara, CEO of Golden Goose.


Golden Goose’s Forward Store in Milan


Golden Goose’s new Milanese store will pave the way for a new approach to clothes repairs. Customers will be able bring products by any brand to the store, and take advantage of the services it offers, from washing to sanitising, repairing and replacing, restoration and conservation.

Through the Remake service, customers can design their own unique products by choosing from a wide range of decorations and finishings that can be applied to new or used items, as well as from a range of treatments, such as distressed effects, embroidery, appliqué lettering and handmade drawings, creating one-of-a-kind clothes.

The Golden Goose Forward Store offers a bespoke tailoring service and customisation options for sneakers. The store also acts as a venue for reselling selected Golden Goose items. Finally, two baskets within the store are to be used for clothes recycling in collaboration with ReCircled, a US initiative promoting circular fashion.

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