Noah

since 2015 : The Conscious Counterpoint to Streetwear

Noah was founded by Brendon Babenzien in 2006 and relaunched in 2015 with a clear mission: to create an alternative to hype-driven streetwear. Babenzien, formerly creative director at Supreme, brought with him a deep understanding of skate culture but also a dissatisfaction with fashion’s excesses. Growing up on Long Island, he was equally shaped by surf, skate, prep, and punk culture, blending Ivy League polish with underground grit. Noah emerged as the expression of this hybrid upbringing: a menswear brand rooted in authenticity, designed for real life rather than fleeting trends.

 

Its flagship store opened in SoHo, NYC, at 195 Mulberry Street, designed by Brendon’s wife and co-owner Estelle Bailey-Babenzien as a welcoming, home-like space. Since then, Noah has expanded to Tokyo and established a presence at Dover Street Market in London and Los Angeles, reinforcing its global reach.

 

 

 

Craft, Community & Conscience

 

At its core, Noah is about responsibility in fashion. The brand prioritizes working with mills and factories that respect human dignity and craftsmanship, openly communicating the costs of quality production. Babenzien has long resisted the shallow label of “sustainable fashion,” instead promoting a philosophy of “buy less, buy better.”

 

Noah frequently closes its New York store on Black Friday to protest overconsumption, donates profits to causes ranging from racial justice to ocean preservation, and uses limited-edition drops to fund relief during times of crisis. Rather than posturing as perfect, the brand embraces transparency — acknowledging the fashion industry’s challenges while striving for better practices.

 

 

 

 

Product Range & Design Approach

 

Noah’s collections span shirts, knitwear, suiting, denim, outerwear, sweatshirts, tees, polos, swimwear, and accessories, always blending classic American sportswear with skate-ready functionality. A corduroy blazer designed for both woodland walks and city dinners, flannel running shorts, or a cashmere sport coat illustrate the brand’s functional yet refined design DNA.

 

 

 

Cultural Impact & Community Presence

 

Noah quickly gained recognition as a principled alternative to Supreme,  appealing to consumers disillusioned with hype culture. It champions timelessness over novelty and community over consumerism. During the COVID-19 pandemic and racial justice movements, Noah used its platform to raise funds, reflect internally on its practices, and further its commitments to equity and activism.

 

Estelle Bailey-Babenzien’s store designs reflect this ethos: warm, serene, and communal, more like a “home away from home” than a retail space. This experiential approach has made Noah as much a cultural hub as a clothing label, embedding itself in both skate and menswear communities.

 

 

 

Highlights & Collaborations

 

Noah’s collaborations are purposeful rather than opportunistic. Partnerships with Fear of God, Frog Skateboards, Vuarnet, adidas Originals, and 6397 have supported causes such as the ACLU, blending product drops with philanthropy. In 2020, the brand even released a skate film, “Jolie Rouge,” underscoring its deep ties to skate culture.

The brand is consistently featured in GQ, Vogue, Highsnobiety, Mr Porter, and Bloomberg, praised for reimagining American menswear with authenticity, ethics, and cultural resonance.

 

 

Website https://noahny.com/

Instagram @noahny

Photo noah