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GUCCI LADS

Gucci has always been a piece across Sydney streetwear fashion, and honestly, has never really fallen out of the cycle either. 

That obviously comes with the perceptions everyone has of Gucci – luxury, premium, rich, distinct, recognisable. Gucci amongst adlays? There were only a few explanations for who was wearing it. Either you bought one on holiday in Bali, Indonesia, from a replica market. Maybe you went to Paddy's market. Or you were a baller, probably doing runs for someone. Maybe you were part of the inner circle of a lucrative, not-so-legal business. Or lastly, you were ballsy enough to trek it to the Gucci store on Castlereagh Street, Sydney, in late 2011 and rack it from the shelves, then also run through the secci blocking the door. Growing up, the second option was often the answer for the Asian and Lebo lads I saw.

The pieces doing the rounds around the community were always the same. It was either you were rocking the bucket hat or the cap in that GG monogram canvas, and the sling bag worn across the chest. Some days, you had both the headwear and the bag. Other days, it was only one. But if you did have the sling bag, you were 100% operating only in cash. 

But I always felt that the street fashion relationship with Gucci wasn't really about the authenticity. It was and always has been about the distinctiveness of the brand and logo, and projecting a symbol of status. 

Even if you were rocking an authentic hat or bag, etc..., barely anybody was gonna believe it was authentic anyway, because we had a shotty fit. Plus, even though we were all telling the lads it was authentic, despite it being fake, who was able to tell anyway, right? The tags were being cut off the hat and the bag if it was a cheap replica.

Outside of this, the resale market with Gucci hats contributed to a lot of the niche hype in the community. For those who aren't aware, Gucci releases are tied to a seasonal collection – well, for the most part. Someone correct me on this, please, as I know they do some rereleases, but are they considered retros? 

Back to what I was saying. If a hat drops – sometimes it might have a loud colourway or a mean graphic – and it sells out, that's it. The scarcity was real. And that's what made the resale side of it super niche because the prices were ridiculous. It also wasn’t as accessible for everyone. And they would sell quick too.

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