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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Nike Canada recently held an invite-only SNEAKEASY party in Toronto to celebrate the launch of the VaporMax running shoe. At the event, Avi Gold put together a mom-and-pop shop installation to pay homage to the Air Max 95.
Hypebeast caught up with Avi to talk about the installation, what the Air Max means to him personally, how he feels about bootleg clothing today, the streetwear scene in Toronto, and more.
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Bootleg is better drops an exclusive capsule collection at Dover Street Market this weekend, in time for doors to open at the new Haymarket location
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