Avi Gold has one of the most playful approaches to contemporary street wear I know. Widely known for his former label Bootleg is Better, Gold re-contextualizes popular images and logos to satirize mass culture at large through the lens of a Seinfeld joke. For Toronto’s Nike SNEAKEASY pop-up, he created an old school mom-and-pop athletic store — complete with shrink-wrapped product and loud POS displays — that sticks out amongst the slick displays at the event and in contemporary retailers at large. Furthermore, he’s not afraid of roasting himself. Gold announced the shift in his brand to Better Gift Shop with the “Plagiarism” fleece sweat suits...
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