1 Benny Gold Case Study Benny Gold San Francisco, California, USA A symbol of youth and forward motion—the paper airplane—provided the inspiration behind one of streetwear’s fastest growing fashion brands. It all started with a sticker. Years before Benny Gold existed as the global streetwear fashion brand, there was just Benny Gold, the graphic artist, plastering a decal he designed as a side project around his beloved adopted hometown of San Francisco. That sticker— a stylized image of a paper airplane paired with the phrase “Stay Gold”—was a message from Benny Gold (the artist) to himself, a reminder not to get worn out by the long hours and frequent self-doubt common among young creative people working at their first corporate job. And with that message, the spirit of Be

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