Noah
United States
Noah is a New York menswear brand founded by Brendon Babenzien, a former design director at Supreme, and Estelle Bailey-Babenzien, relaunched in its current form in 2015. It mixes skate, surf and music culture with classic menswear and puts responsible production and environmental giving at the centre of its identity.
| Founded | 2015 (relaunch), New York City |
|---|---|
| Founders | Brendon Babenzien, Estelle Bailey-Babenzien |
| Headquarters | New York City, United States |
| Flagships | Mulberry Street, New York; Tokyo |
| Sustainability | 1% for the Planet member since 2019 |
| Website | noahny.com |
What is Noah?
Noah is an American men's clothing brand that combines references from skateboarding, surfing and music with traditional menswear such as rugby shirts, tailoring and knitwear. Its designs draw on new wave and the seaside culture of Long Island.
History
Noah was founded by Brendon Babenzien and Estelle Bailey-Babenzien. Babenzien was previously design director at Supreme, and Wikipedia describes the brand's 2015 start as a relaunch of Noah. The company is based around its flagship store on Mulberry Street in SoHo, New York, and has since opened a second flagship in Tokyo. The brand describes punk rock as a model for acting on one's own convictions, an outlook that informs both its collections and its public positions on social and environmental issues.
Products and positioning
Noah sits in the premium segment. Its offer and values centre on:
- Quality menswear staples with streetwear details
- Production in places where craftsmanship and workers' dignity come first, according to the brand
- Membership of 1% for the Planet since 2019, pledging 1% of annual sales to environmental non-profits
- Public advocacy on social and environmental issues
Business model and distribution
Noah sells through its own stores in New York and Tokyo and via its website. Wikipedia notes that its products are also available at Dover Street Market in Los Angeles and London, which indicates a selective wholesale strategy. Customers can also direct 1% of their purchases to a non-profit of their choice.
Why it matters
Noah is an influential voice for values-led brand building in streetwear. It shows how a small independent label can combine commercial menswear with an explicit critique of harmful fashion industry practices, and how environmental giving can be embedded in a brand's commercial model.
Frequently asked questions
Who founded Noah clothing?
Noah was founded by Brendon Babenzien, previously design director at Supreme, and Estelle Bailey-Babenzien. The brand was relaunched in its current form in New York in 2015.
Is Noah a sustainable brand?
Noah emphasises responsible production and has been a member of 1% for the Planet since 2019, pledging 1% of annual sales to environmental non-profits. It also lets customers direct 1% of their purchase to a non-profit of their choice.