Canada’s Avi Gold takes a playful approach to contemporary streetwear; re-contextualising popular images and logos to satirise mass culture. After working on Sneeze magazine and former label, Bootleg is Better, Gold launched Better™ Gift Shop in 2017, moving away from re-appropriated graphics and designs, Better™ Gift Shop serves as both a platform and inspiration to a network of global collaborators who share Gold’s passion for the now-vintage references that thrilled him as a child. The brand acts as a gift shop to a fictional museum, from socks and shirts to stickers and pins, each object is designed, produced and curated to tell a shared story.
