Good as Gold

Good as Gold was founded in 2007 in Wellington, New Zealand by Sam Larsen and Brodie Marshall as a multi-brand curated boutique that became one of the defining post-2010 New Zealand curated retail operations. The brand operates flagship locations in Wellington (Cuba Street) and Auckland (Britomart) that anchor the brand's identity inside New Zealand's broader curated retail conversation. The Good as Gold vocabulary built up around a tightly edited mix of Japanese, European, and American designer-streetwear brands: Comme des Garçons Play, Carhartt WIP, Stüssy, Norse Projects, Engineered Garments, Maison Margiela, Acne Studios, Aimé Leon Dore, plus the broader Japanese-meets-European designer-streetwear pipeline. The store also carries New Zealand designer brands and the broader post-2010 New Zealand curated retail conversation. Good as Gold operates from its Wellington and Auckland flagships plus a robust e-commerce platform that distributes across New Zealand, Australia, and the broader Asia-Pacific customer network. The store's customer base—heavily skewed toward New Zealand's creative-class and design-industry-adjacent professionals plus the broader New Zealand curated retail customer—treats Good as Gold as one of the defining post-2010 New Zealand curated retail anchors. For Wellington, Auckland, and broader New Zealand customers building a curated designer-streetwear wardrobe through the post-2010 era, Good as Gold has been one of the defining retail destinations.