Noon Goons
Noon Goons is a Los Angeles menswear label founded by Kurt Narmore that translates Southern California punk, skate and surf culture into high-end streetwear. It is sold through leading retailers such as Dover Street Market and Mr Porter.
| Founder | Kurt Narmore |
|---|---|
| Base | Los Angeles |
| Influences | Punk, skate and surf culture |
| Key stockists | Dover Street Market, Mr Porter |
| Website | noongoons.com |
What is Noon Goons?
Noon Goons is a menswear brand from Los Angeles that draws on the punk-rock, skateboarding and surfing scenes of Southern California. Founder Kurt Narmore, who also founded the downtown Los Angeles production company SewCal, describes the label as a way to represent the region's lifestyle, with nothing over-designed.
Products and positioning
The collections mix casual staples with nostalgic Californian references. Early pieces included:
- a royal-blue corduroy jacket and cord shorts
- the Stripe Zip Polo
- a "USA Surf" T-shirt
- chinos and a varsity jacket
Streetwear figure Rick Klotz, founder of Fresh Jive, has helped design garments, and art director Sam Jarou has worked as a creative consultant. Retail prices have ranged from about 59 US dollars for T-shirts to around 579 US dollars for a varsity jacket.
Distribution
Noon Goons built its reach through selective wholesale, with stockists including Dover Street Market in London and Tokyo, the online retailer Mr Porter and the Union boutique in Los Angeles.
Why it matters
Noon Goons shows how a label tied to a regional subculture can reach global luxury retailers by combining authentic references with careful product and distribution choices.
Frequently asked questions
Who founded Noon Goons?
Noon Goons was founded by Kurt Narmore, who also founded the Los Angeles production company SewCal.
Where is Noon Goons from?
Noon Goons is a menswear label from Los Angeles inspired by Southern California's punk, skate and surf scenes.