For Benny Gold, it all began with a sticker, a plane-shaped adhesive paper that paved the way for bigger things to come. As he sits firmly on his gold mine, a namesake clothing label that has culled a devoted cult following, Benny proves to everyone that a karat-less possession still is worth its weight in gold.
“I probably would be better on my skateboard if I didn’t go to college and invest so much time and energy into design. I am glad I did though—it’s amazing to be able to support a family making art!”
Hey, Ben/Benny. What do you prefer we call you [laughs]?
I’ll answer to anything other then Benjie. Ha.
SF is a melting pot of different ideas and cultures, any secret spots that you love that you can share with us?
My downtime is spent on my skateboard. Always has, always will. SF has some of the best skate spots in the world, and if I am not in the office you can find me at any one of them.
As a graphic designer, you deal with color a lot. If you were to invent a color, what would it be called?
I am a fan of the more bronze colored golds. It’s actually a harder color to find than you would think. It would be amazing to have a color like that named after the brand. Who knows?
If you weren’t a designer, what would you be doing right now?
Who knows what I would be doing? I probably would be better on my skateboard if I didn’t go to college and invest so much time and energy into design. I am glad I did though—it’s amazing to be able to support a family making art!
“I think design/art is becoming less permanent so people are putting less time into it—which is a shame… Everything moves so fast now. I try to put my head down and make sure that everything I put out is the best it possibly can be no matter how long it is around.”
Describe how your desk looks.
My desk is covered with samples of new products, sketches of half-finished designs, and a cup for tea or whiskey [laughs].
Tell me about the retail space in the Mission. How’s the work atmosphere and do you get a variety of people everyday?
I personally love our retail space in the Mission district of SF. I am doing my best to create a unique shopping environment. Come check out our sticker machine—we hid a few golden tickets in there that are good for free products.
Where do you think the direction of art—specifically graphic design—is going? What about your own?
I think design/art is becoming less permanent so people are putting less time into it—which is a shame. The internet and digital aspect of everything makes what you put out old by the time it hits the shelves. Everything moves so fast now. I try to put my head down and make sure that everything I put out is the best it possibly can be no matter how long it is around. Even it if only last a minute, I still want it to be amazing.
If you were to go into a time machine and go back 10 years from now, what would you say to your younger self?
I try not to look back and keep things moving forward. I wouldn’t want to know what happens 10 years from now so I wouldn’t say anything.
Interviewed by Samantha Castro
Photographed by Derek Macario
For the full story, grab a copy of STATUS August 2012 issue