[PRE-ORDER SHIP IN 45 DAYS] *RYE CHASIN "GUCC*THE FAKEFRIEND" BLACK

*RYE CHASIN "THE FAKEFRIEND"

"THEY DON'T CARE ABOUT US”

Growing up, streetwear brands felt more like friends to me. They represented a cultural identity, while remaining affordable enough for ordinary young people. Back then, all it took was saving my allowance for two weeks to buy a T-shirt or a pair of sneakers.

Today, however, the increasingly close relationship between luxury fashion and street culture has made that feeling of "street" I once had seem further and further away.

That feeling finally became tangible when I saw the widely circulated backstage video of rapper Fakemink and Demna during fashion week. Luxury brands constantly borrow the language of street culture to make themselves appear younger and more desirable to a new generation of consumers. Yet the people who truly care about street culture never seem to be them.

With that in mind, I rebuilt the classic Vans SK8-Mid silhouette through the visual language of Gucci's GG Monogram canvas. Punk-inspired metal studs cover the upper, Gucci's signature horsebit hardware is placed along the side, the tongue is exaggerated, and the rubber foxing is intentionally distressed.

The result is GUCC* THE FAKEFRIEND*.