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Golden Goose APAC General Manager Giorgio Van Den Borre explains why the brand’s sneakers resonate across generations on the opening day of its first store in Jakarta
<img loading="lazy" decoding="async" class="size-full wp-image-116316 aligncenter" src="https://backend.daman.co.id/wp-content/uploads/2026/04/L2070299.jpg_edited.jpeg" alt="" width="800" height="1200" srcset="https://backend.daman.co.id/wp-content/uploads/2026/04/L2070299.jpg_edited.jpeg 800w, https://backend.daman.co.id/wp-content/uploads/2026/04/L2070299.jpg_edited-200x300.jpeg 200w, https://backend.daman.co.id/wp-content/uploads/2026/04/L2070299.jpg_edited-683x1024.jpeg 683w, https://backend.daman.co.id/wp-content/uploads/2026/04/L2070299.jpg_edited-768x1152.jpeg 768w" sizes="auto, (max-width: 800px) 100vw, 800px" />
Golden Goose embodies the spirit of the year it was founded. Established in 2000, it has evolved into a symbol of a next-generation sneaker brand—defined by its signature “lived-in” aesthetic, where every pair is intentionally imperfect yet undeniably authentic and unique.
Rooted in Italian craftsmanship, the brand has a clear ambition to bring its heritage to a global audience. Today, it spans more than 215 stores worldwide, including its recent opening at Jakarta’s Plaza Senayan. On the occasion of the launch, DAMAN sat down with APAC General Manager Giorgio Van Den Borre to discuss Golden Goose’s heritage and its distinctive approach to co-creation.
DAMAN: Giorgio, how has Jakarta been treating you since your arrival? 
Giorgio Van Den Borre: I’ve had some very interesting meetings here in Jakarta with people I wanted to connect with to stay updated. Meeting so many relevant figures in the fashion industry—not only to share our story, but especially to listen to their perspectives—is exactly what I was looking for on this short trip. I also wanted to personally introduce the store and convey Golden Goose’s rich heritage in the best possible way.
DA: Why do you see Jakarta as a strong fit for Golden Goose’s expansion in Asia? 
GVDB: First of all, we believe Jakarta represents one of the fastest-moving and most dynamic markets in Asia today. Its diverse mix of profiles and generations makes it a natural home for our brand. Our decision to establish a physical presence and connect directly with the community stems from our strong consumer-centric approach. As our CRM continues to evolve, we closely monitor opportunities to build deeper, more meaningful relationships. When we identify the potential to strengthen our connection with a community, we see it as the right moment to enter that market.
<figure id="attachment_116318" aria-describedby="caption-attachment-116318" style="width: 800px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="wp-image-116318 size-full" src="https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Outside_03.jpg" alt="" width="800" height="533" srcset="https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Outside_03.jpg 800w, https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Outside_03-300x200.jpg 300w, https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Outside_03-768x512.jpg 768w" sizes="auto, (max-width: 800px) 100vw, 800px" /><figcaption id="caption-attachment-116318" class="wp-caption-text">Golden Goose, Plaza Senayan</figcaption></figure>
DA: Are there any notable differences in the Jakarta store compared to other locations? 
GVDB: We take a very dynamic approach to designing our Jakarta store. We are introducing one of our latest concepts, where everything is designed to deliver an immersive experience. The table at the center of the store is intended to foster moments of engagement—a core element we call co-creation. There is also the Con Amore corner, which translates to “with love” in Italian. We use this space to interact with customers through gifting, and you’ll see many forms of engagement there as the seasons change. It is not merely a place to sell products, but a space to experience Golden Goose’s philosophy.
<img loading="lazy" decoding="async" class="size-full wp-image-116320 aligncenter" src="https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Products_07.jpg" alt="" width="800" height="533" srcset="https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Products_07.jpg 800w, https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Products_07-300x200.jpg 300w, https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Products_07-768x512.jpg 768w" sizes="auto, (max-width: 800px) 100vw, 800px" />
DA: What sets Golden Goose apart from other sneaker brands? 
GVDB: Craftsmanship is a concept that can be somewhat overused in the luxury industry, so it’s important to define what luxury really means. Our concept of luxury is the opposite of the traditional. We see design, ideology and imagination as tools to provide our community with items that help them express themselves. On top of that, all our products are handmade in Italy, and through co-creation, the final touch is completed together with the customer in-store—it’s what makes each piece unique and particularly special.
Also, thanks to our artisans—whom we call “dream makers”—who are trained at our experience center in Venice, we’ve created an academy where they learn how to build and craft shoes by hand. They then return, ready to bring our craftsmanship into every store around the world.
DA: Is that why Golden Goose uses the term “co-creation” rather than customization? 
GVDB: Exactly. Today, I’m wearing a co-created item, where each part reflects my memories, important ideologies and ideas. Whenever I wear it, I feel proud to have something that tells my story. For me, this is true craftsmanship. That’s why at Golden Goose we don’t focus on displaying or talking about collections—we prefer to express ideas that last over time.
<img loading="lazy" decoding="async" class="size-full wp-image-116317 aligncenter" src="https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Co-Creation_02.jpg" alt="" width="800" height="1200" srcset="https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Co-Creation_02.jpg 800w, https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Co-Creation_02-200x300.jpg 200w, https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Co-Creation_02-683x1024.jpg 683w, https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Co-Creation_02-768x1152.jpg 768w" sizes="auto, (max-width: 800px) 100vw, 800px" />
DA: Does this philosophy position Golden Goose as a trendsetting brand? 
GVDB: Traditional luxury defines pieces by their flawlessness, but our icons carry a distinctive lived-in touch. Our core vision of “perfectly imperfect” encourages people to focus on the moment and embrace their uniqueness. Each pair tells a personal story—it is for you and made by you.
DA: What has been your most memorable moment since joining the brand? 
GVDB: The most memorable moment is probably always the one yet to come, but it’s also important to pause and reflect. Back in 2013, we were just 20 people in a small, beautiful office in Marghera, Venice. Today, we are carrying this idea of perfect imperfection from a small lab in Venice to the rest of the world. It’s emotional for me to be here in Jakarta representing the brand. My responsibility is to continue bringing these values to new places and communities, allowing more people to experience and embrace the Golden Goose philosophy.
DA: Which styles would you recommend for someone seeking a timeless sneaker—and, conversely, for those who prefer bold, statement pieces? 
GVDB: It’s difficult to be too specific, but we do offer key pieces that customers naturally gravitate toward. Our collection is designed to support a clear customer journey, especially for newcomers, who often begin with a white-base sneaker or a simple ready-to-wear piece. As they continue, they move toward a more sophisticated exploration of our products, where co-creation becomes central and evolves into a one-to-one experience.
My recommendation is to explore and discover the wardrobe using our concept of “tables” to find what best suits your personal taste. From there, engaging with our artisans in-store allows you to experience co-creation firsthand—whether creating something unique, selecting more refined materials, or customizing pieces such as a painted leather jacket that can accompany you on your journeys.
<img loading="lazy" decoding="async" class="size-full wp-image-116321 aligncenter" src="https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Products_03.jpg" alt="" width="800" height="1200" srcset="https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Products_03.jpg 800w, https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Products_03-200x300.jpg 200w, https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Products_03-683x1024.jpg 683w, https://backend.daman.co.id/wp-content/uploads/2026/04/Golden-Goose_Plaza-Senayan-Store_Products_03-768x1152.jpg 768w" sizes="auto, (max-width: 800px) 100vw, 800px" />
DA: How do you envision Golden Goose evolving over the next few years? Are there plans for events in Jakarta? 
GVDB: We are always looking for the best ways to remain relevant to local communities. Given the positive response from the market, we will continue developing new in-store activities, with a full calendar of events and collaborations with local artists. We are actively identifying talents who resonate locally and can create meaningful experiences with our community. This could include elements inspired by batik. At the moment, we are also collaborating with floral artists across our global stores in Sydney, Tokyo, Manila, Milan and New York, and we may bring a similar initiative to the Indonesian market as well.
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Tête-à-tête with Golden Goose APAC GM Giorgio Van Den Borre

Giorgio Van Den Borre,

Golden Goose