Noah – New York

#ATRetail

Addicted To Retail (ATR) presents: Noah’s new New York City flagship.

“The only thing I was really specific about wanting was a burlap wall. Like, I really wanted a burlap wall.”

What’s the last shop you entered that had a burlap (you know, burlap sack) wall? I can’t remember one. After declaring that Noah’s second coming could be the biggest brand resurgence of the year, Brendon Babenzien’s newly built retail space had a lot to live up to. Today I had the chance of previewing the new space, which is quietly tucked away in NoLita — not a far cry from his former employer’s flagship on Lafayette. Although responsible for much of Supreme’s success over the years, Babenzien’s newly manifested space is anything but Supreme. “We want this feeling that you can come to chill and talk with us,” he explains.

Phrases like “immensely satisfied” pop up, but it’s apparent that Babenzien’s mind is always onto the next thing — right now he’s juggling our interview while handling some final touches for the new website. Noah, in a nutshell, is anything and everything Brendon Babenzien. Double breasted suits are paired rugged Italian hiker boots while a case of vintage Vietnam era war patches compliment classical preppy belts. Somehow, it all just makes sense and the space itself creates a welcoming environment to explore the world of Noah. In what seems as a revolt against the stark, minimalistic (all-white everything) build-outs of many New York boutiques, Babenzien opted for a homey feel, recruiting oriental rugs, handmade wood fixtures and yes, a wall lined in burlap—something he wanted for reasons that escape him. Anyway, it does look pretty cool.

Babenzien went on to explain that there will be a dedicated section of goods (we’re assuming the hardesst-to-find rare Japanese garms) from Union Los Angeles, the only retailer that can claim Noah on its stockist.

This is worth a peek if you’re in the neighborhood. The boutique is set to open tomorrow, October 15 and the webshop launches October 22.

Noah
195 Mulberry Street
New York, NY 10012

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