New lookbooks and the like are coming thick and fast right now as Spring Summer ‘17 begins hitting physical and digital shelves all over the place. One brand that always seems to get me excited these days is Noah, the New York label doing a really well-executed mix of classic styles in a considered, understated but progressive way that sets them apart from most other brands out there.
This season sees Noah’s on-brand blend of maritime and Americana influence still working wonderfully across timeless styles that include workwear silhouettes, tailoring and real nice shirting, to mention a few. It’s clothing that just works, which is why the varied output feels just right and doesn’t need to be one thing or another. It’s quite a bold and flexible brand, equally comfortable executing luxe Scottish wool jumpers for Autumn Winter as they are creating a technical, waterproof patchwork jacket for Spring Summer.
What I like about Noah is how they really seem to understand how and when to use their branding and aren’t afraid to dial things down a little. It takes the focus away from the brand itself and onto the product, its details and how the consumer might interact with and wear it. Equally, there are everyday products such as tees, hoodies and sweatpants that focus in on the branding, often in quite a tasteful, collegiate way.
The term streetwear rightly gets thrown around when describing Noah, especially because of founder Brandon Babenzien’s previous tenure as Creative Director at Supreme. As time wears on, and Noah’s collections only get stronger, it feels more and more shortsighted for this to be one thing, and for that one thing to be streetwear. The near-preppiness of trouser cuts and blazer styles; understated use of branding; varied use of top-quality fabrics and material all stand as examples as to just how far reaching this brand is, which I don’t feel the word streetwear really reflects.