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Phillip Jackson's avatar

Okay, I find this absolutely fascinating because Golden Goose is the fashion equivalent of where the instrument industry has been for 25 years.

Fender guitars previewed false patina on new guitars in 1995 after recreating instruments for road touring artists like the Rolling Stones. These guitars gained popularity throughout the 2000s, and now a "relic" guitar is a line of faux patina that has, itself, become an artform and its own craft. There are online tutorials on how to achieve it, guides on how to do it "right," etc.

Now that some of the first relic and "road-worn" guitars from Fender are 30 years old in their own right, they're as old as the guitars they once mimicked, which is ironic, because they're visibly more worn than some of the older classics, which have now been fully restored, many for YouTube content lol.

Luisa Dornwald's avatar

Please absolutely continue this series! This is a fascinating breakdown.

If you're looking for the next addition, I would love to see you explore how this hunger for history and uniqueness is completely shifting the way indie labels launch through crowdfunding and private pre order drops.

Because consumers now value 'provenance over pristine newness,' independent designers are using 30 day funding campaigns to sell the story and the raw craftsmanship of a collection before a single stitch is made. It completely flips the traditional fashion model the community funds the production run upfront, which eliminates mass-produced warehouse waste and guarantees that every piece has a deliberate, slow-fashion purpose from day one.

I map out these 3 step launch frameworks specifically for apparel brands to help them fund production runs risk-free. Victoria, as you watch these luxury houses simulate history, do you think independent creators using community driven pre orders have a better shot at capturing that authentic 'human touch' people are craving?

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