Lifestyle

NOAH SS24 Is a Love Letter to California

Brendon Babenzien‘s NOAH is New York City-born and bred, infusing classic city styles with casual West Coast influences. For the imprint’s Spring/Summer 2024 collection, NOAH looks to the SoCal skate and surf stylings that paved the way for streetwear to come.

Babenzien grew up dreaming of California, inspired by all the culture the city had to offer, so the designer delivered a wistfully nostalgic campaign to coincide with the new apparel.

“To a young kid dealing with cold weather, rain, and snow for chunks of the year, it looked like the streets were paved with gold and life was absolutely perfect – drainage ditches in the desert like the stuff of dreams: waves constantly rolling in with a coastline of choices – all while the sun kept shining, seemed almost mythical,” Babenzien wrote in a press release.

“Every magazine featured skaters and surfers in California. The Red Hot Chili Peppers and Fishbone were doing something we’d never heard before, didn’t even know we needed, but instantly made sense. All of what California was offering us got absorbed, compounded, and layered on top of a basically preppy (and sometimes punk, sometimes hip-hop) style, defining a new Northeast attitude.”

For the campaign, models reflected on their favorite California memories, sharing their neighborhood and reasoning behind “Why Los Angeles?” Answers span from “friends and skateboarding” to “cause it’s the best.” Scroll through some of the shots below, and view the full campaign on NOAH’s site.

Check out the lively lookbook in the top gallery – in classic California fashion, featuring a dog in a bevy of shots – and shop the full collection now, exclusively available at NOAH’s webstore and New York City flagship.



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