GOOGY | STORY
GOOGY is a Los Angeles-based fashion house with a multidisciplinary approach and progressive attitude. Named after the futuristic architectural style, Googie, which was made popular in the 1950’s, and inspired by the space and atomic ages. This mid-century design movement originated in Los Angeles and was coined to be “a realization of the future.”
Designer/Founder Michael Mizrahi, a third generation LA native, grew up surrounded by some of the most famous Googie structures. Extracting inspiration and finding a deep appreciation for this architectural style, Michael implemented some of its key principles into the design of the brand. Bold use of color, steel, and geometric shapes; all elements of Googie architecture, which can clearly be seen through the use of hardware, color blocking, silhouettes, graphics, and store design.
A combination of architecture and championship sports, coupled with philosophical principles and the use of unique materials; old and new, create the backbone and foundation of the GOOGY brand.
GOOGY | ETHOS
The origin of the brand comes from an understanding of the past, in order to be in the present, in turn creating the future.
Along previous journeys, Michael was able to culminate a deep understanding of sports, architecture and fashion, notably as a fan, player buyer, merchant and builder. With a dedicated interest in reinvention, Michael has injected all of these elements, along with a keen design intuitive into an intersection of values, leading to a brand defined by his experiences, history and character.
As an artist inspired by materials, shapes, textures, colors and expressions, Mizrahi has traveled the world to source the best suppliers, gather inspiration, and develop an understanding of today’s society. Combing through the noise and information accumulated along the way, Michael embraced the essence of what truly creates a luxury brand, namely, craftsmanship, intent, scarcity, space and time.
Starting from a vision and extending to its collections, collaborations, partnerships and ethics, GOOGY is a brand built entirely upon the tenants and foundation of DREAM ST:
D \ Direction
R \ Respect
E \ Energy
A \ Appreciation
M \ Momentum
S \ Space
T \ Time