Noon Goons founder Kurt Narmore grew up submerged in the Californian surf and skateboarding lifestyle, bringing a lifelong dedication to the subcultures and an authentically LA perspective to his line of straight-from-the-streets casual womenswear. Celebrating its youth-against-establishment spirit in laidback Cali-style, 90’s hiphop references and nods to the west coast’s rich punk history are seen in beautifully crafted silhouettes, hitting the crosshair of skate and music counterculture with casual staples that are designed and manufactured in their home city. Mineral washed t-shirts with evocative slogans and raw denim utilitarian jeans with contrast stitching make up a relaxed uniform for those who ride or surf at every opportunity. Track jackets and animal-printed polar fleece sweaters are perfect for dawn patrol outings, while fitted metallic and oversized varsity jackets are suited for after-dark endeavours.
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