Golden Goose's new sustainable shopping experience

Golden Goose presents its first co-action initiative: the Forward Store. It opened its doors in Milan, in the historic shop in Via Cusani with the aim of extending the life cycle of products by giving them a new lease of life. An innovative retail concept based on four cornerstones: Repair, Remake, Resell and Recycle. With a surface area of over 370 square metres, the store is a tribute to the brand's historic headquarters in Marghera, Venice: one of the most important industrial and commercial ports in Italy. While the rough concrete floors, rough iron pillars and wooden shelves are a tribute to American culture and the art of Made in Italy, two components at the heart of Golden's DNA and a constant source of inspiration. The Forward Store offers new responsible experiences through an artisanal approach and a range of interactive activities.

«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. Awareness-raising and knowledge-sharing are key to safeguarding the legacy of craftsmanship for future generations - these aspects have always been at the heart of our mission and have finally been realised with the Forward Store. Co-action between Golden Goose artisans and customers will become a key element in this mission. From sustainability to responsibility. From co-creation to co-action» says Golden Goose CEO Silvio Campara. 

With the new shop in Milan, Golden Goose leads the way in Repair thanks to its tailoring and shoemaking services. Anyone can bring any brand's products to the shop and take advantage of the washing and sanitising, repair and replacement, restoration and preservation services, thus extending the product's life cycle and reducing its impact on the planet. The remake process, on the other hand, allows a new interactive customisation experience; customers have the opportunity to design their own unique products, choosing from a wide range of decorations and finishes to apply to new or used items.

The Forward Store also acts as a physical platform for reselling selected Golden Goose branded pieces, ensuring a direct transaction between buyer and seller. Customers' products will be displayed in a dedicated area of the store, ready to find another owner to embark on a new journey with. Golden Goose has installed two recycling baskets in the store where each visitor can leave any used product they no longer wish to keep. In collaboration with ReCircled, a US-based facility to promote the circular economy in fashion, the brand will ensure that these products and materials are reused through ethically sound procedures.