Walk into any Golden Goose boutique in Milan, Paris, or New York, and the same philosophy greets you from the doorway: sneakers are not meant to be precious objects, they are meant to be lived in. The brand's laces are designed to be replaced, and the brand sells replacement laces in several colors for buyers who want to refresh the look of Golden Goose Website an older pair. The resale market for Golden Goose has been remarkably stable over the last several years, with most classic colorways holding 60 to 80 percent of retail even after a year of wear. The brand's online customer service is built around real-time chat, which is unusual for a luxury brand and which has been cited as a strength by online reviewers. The suede used on the side stars and heel tabs is the same Italian suede that has been the brand's signature since the first collection, and the way it takes the patina is part of the look the brand is known for. The brand's most popular sock pairing is no-show socks, which is the styling most buyers default to because the brand's shoes look best with bare ankles. The brand's most popular dress-inspired silhouette is the Dress, which has been a top seller in the dress-inspired category since it was introduced. The brand's average customer now keeps a pair for more than four years before considering replacement, which is significantly longer than the industry average for sneakers. The brand's authentication process is built into the production process, and the brand has been adding security features to its products over the last several years. The most over-rated thing about Golden Goose is the celebrity association, which is a small part of the brand's marketing and which is not the reason most buyers buy the brand.