Golden Goose Bets In-Store Cobblers Will Appeal to Sneakerheads
- Upscale fashion brand is hiring cobblers to repair sneakers
- Move aimed at young buyers looking to break throwaway cycle
Golden Goose, the upstart maker of $500 sneakers, is turning back the clock to keep pace with its trendy Generation Z fans, staffing its stores with trained cobblers to help meet demand for products that won’t end up in a landfill.
The Italian brand, a favorite of Selena Gomez and Taylor Swift, has long insisted that its customizable, star-emblazoned sneakers only improve with age. But adding repair services performed by cobblers — who can mend and revive shoes made by Golden Goose or anyone else — is helping the company bring the concept to the next level, Chief Executive Officer Silvio Campara said in an interview.