G: Gucci (proper noun)

[Gu-chi]

Synonyms: Hip-hop favorite, horse-bit empire, the double G’s, the queen of designer bags to Louis Vuitton’s queen

Definition:

Disclaimer: this is actually a post about my recently acquired lust for a logo bag, under the guise of a history lesson about Gucci and the logo bag in general. Please forgive any salivating digressions — it’s just me daydreaming of this:

The Pelham gucci bag in classic logo print. Sigh.

Anyways.

Gucci was founded in Florence in 1921 by Guccio Gucci (hence the infamous double G’s), who had grown up in a family of saddle and hat makers. Guccio learnt about the upper classes the hard way: after his family’s business went bankrupt, he landed a job as a dishwasher at London’s Savoy hotel, where he spent years waiting on the rich and famous — all of whom, he noticed, carried their belongings in quality leather luggage.

After saving up some money and learning the ins and outs of the gilded lifestyle, Guccio returned back to Florence and began to build his empire, opening a small leather goods shop in 1922 that grew quickly in popularity.

Gucci, way ahead of his time, realized quickly that he needed to brand himself in order to stand out — hence, the double G logo was born, and stamped onto all the company’s leather goods.

While the family and the company fell apart in the 1980s after reaching the height of its popularity in the 60s, the legacy and the logo live on. The company was bought by Pinault-Printemps-Redoute (PPR), a luxury brand corporation, who empowered the Gucci brand to make a comeback. Today, the brand has over 70 stores worldwide, the double Gs and horsebit detailing that are its signature tucked under arms and slung over shoulders all over Boston and beyond (to rub it in my face, clearly.)

It’s arguable that Gucci STARTED the whole logo thing, but I’m sure even he didn’t realize how big the trend would get. The most blatant status symbol the fashion world has to offer, a bag adorned with the LV, DB, or GG is an instant upgrade to your wardrobe, a go-with-anything, wear-everywhere bit of the high life.

With a price tag that starts at $947, its a pretty far-off slice of luxury. But a girl can dream, right? I like to think Guccio’d be on my team about that one.