Fashionistas in major cities all over the United States may be noticing the changing window dressing in their favorite chic boutiques this season. Mostly because this seasons’s style is all about Goonstyle.
Fringe fashion blogger and self-described ‘Cultural Deviant’ Taylor McGavin has been following the emergent Goon trend since 2007. “It all started up in Rome in the fall of that year,” she explains. “Just all of a sudden you started seeing Goon craftsmanship incorporated into a lot of boot production there. The engraving, the spikes, blacks, reds, gems. All of it. Not all at once but overall you could see it happening. The style was picked up in Moscow five years later where it started to spread like crazy to most Eastern European cities. They were onto this trend way before London and the west. Which is weird, right? Since the Goon Scrolls were discovered in France by that American guy I think? Anyway, totally weird and I love it.”
But McGavin isn’t the only person who caught on early to this emerging trend. Lili Mascopone was interning in Italy at a design company that works in Dolce & Gabbana in the winter of 2009. She also spotted the Gooncraze in its early beginnings.
“The goonfashion is known throughout Italy now. A woman will not leave her house unless she has an article of goonfashion with her. It’s the most I’ve ever seen a trend affect people. Trendy people love trendy clothes, yes, but this goonfashion is a must-have for people of all fashions. It’s so simple to incorporated into anyone’s closet or life style. On any budget. It is truly a new era of fashion.” As she tells us this, she sports her ragged black and white silk t shirt declaring “i ❤ Goon.”
Goonstyle is characterized by heavy leathers, furs, and translucent materials that simulate goos and greases. Marc Jacobs, Sigrid Olsen, and Lucky Jeans have all announced that their winter collections will be exclusively in Goonstyle.