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It shuttered after a few seasons and Babenzien returned to Supreme leaving last year to resurrect Noah as a vertical label with its own store and independent distribution methods—eschewing a more traditional wholesale business in favor of linking up with his friends like Chris Gibbs at UNION Los Angeles to stock his label Other than that it’s pretty much exclusively available at the Noah store or website
But that information is a footnote the NYT article Instead it focuses on his previous time as Supreme’s creative director implying a sense of competition between the two brands It’s a story that feels tone deaf To say that Noah is competing against Supreme is missing the point—once you have a clear understanding of the brand’s DNA it becomes apparent that its ethos is built upon opting out of the race entirely Babenzien knows a thing or two about building a strong brand and he and his brother Ryan talked about it at length on one of our recent podcasts Noah To the uninitiated Supreme and Noah may seem similar at the product level—both carry plenty of hats t-shirts and hoodies with graphics on them But often when mainstream publications and writers unfamiliar with street culture attempt to cover buzzy brands they get it wrong because they don’t operate on the same wavelength It takes a certain cultural literacy to understand the intricate relationship between streetwear lifestyle and the influences behind a Cav Empt a Noah and a Supreme To break it down between age demographics is inaccurate Noah Describing Noah as merely a grown-upversion of Supreme discredits the adults who have worn it for years like Jason Dill Mark Gonzalez and Glenn O’Brien It also glosses over the fact that Supreme makes plenty of wares that are far from teenage staples like its recent knit polo shirts?
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