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 Benny Gold (the brand) was born.