Golden Goose's new sustainable shopping experience The Forward Store is much more than a store

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.

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.