Guccis development in Berlins creative scene

Gucci’s image in Berlin has gone through a complete transformation. It used to be a status symbol for rappers and street figures, worn head-to-toe with other luxury brands to project wealth. Inspired by American rappers like Lil Pump, who even named his biggest hit “Gucci Gang” after the brand, and Gucci Mane, the brand was all about flexing—big logos, flashy belts, and designer sneakers meant to show off success.

But around 2020, Berlin’s rap and streetwear scene started shifting. Instead of looking to American hip-hop culture, German rap took inspiration from French and other European influences. Gucci went from being a flashy flex to a street-kid staple, styled in a more effortless way. Rappers like Pashanim, RB030, Lucio101, Symba, and Joje played a big role in this change, wearing Gucci with vintage, skater, and thrifted pieces, making it feel less about wealth and more about culture.

As Gucci became part of Berlin’s underground scene, fake Gucci also became a major factor. Since the brand was no longer about showing off money, bootlegs became a way for anyone to join in on the style. In creative cultures, such as Berlin, it’s common to mix real designer pieces with second-hand clothes and even fakes, creating a look that feels raw and individual. A well-worn Gucci cap, whether real or fake, is less about status and more about identity.

Artists like them have embraced this DIY, street-driven approach, while Symba represents the sleek, effortless side of Gucci’s new image. Whether real or fake, certain Gucci items aren’t about proving how much you spent—it’s about being part of a creative movement. Money isn’t the flex anymore. Style is.