Benny Gold Returns With a New “Time Fades” Tee Release


Since bidding farewell to his brand in 2019, Benny Gold has taken a break from apparel launches and sneaker collaborations and instead focused on his design career by working at the agency Goodby Silverstein & Partners. However, with years and some change away from the streetwear space, he’s ready to get back at it with a special “Time Fades” tee release.

The story behind this piece is derived from a conversation that the Bay Area-based designer had with about not waiting for time to pass to start creating. The design process took four years to get right, mostly because of the complexity of its printing. Styled on a crispy white tee is Benny’s take on a golden hourglass silhouette to reference time, and this is visible in nearly every environment. But there’s a twist. When you step into the light, you’re able to make out the rest of its elements such as the blue sand, eye and moon insignias and various text hits that spell out “Start Today,” “Time Waits For No One,” “Stay Gold” and his own moniker.

The tee is available for pre-order now for $60 USD via Benny Gold’s site.

In case you missed it, Gold was also featured on Hypebeast’s Sole Mates series where he discusses the making of the HUF x Nike Air Force 1 Low “Hufquake.”

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