noon goons

Founded in 2016 by Kurt Narmore, Noon Goons is a menswear label that channels the authentic spirit of Southern Californian subcultures. Growing up immersed in the local surf and skate scenes, Narmore established the brand as a reaction to a market lacking his specific aesthetic. The name itself is a playful surfer slang for tourists who arrive at the beach late. All garments are designed and manufactured in Downtown Los Angeles, reflecting the founder's deep expertise in production and fabrics. The collections feature easy-to-wear staples like graphic tees, hoodies, and relaxed-fit pants, often with unique flips in design and detail.\n\nNoon Goons translates the rebellious, anti-establishment attitude of punk and skate culture into its clothing, creating a more mature, refined take on streetwear. The brand avoids chasing hype, focusing instead on cultural authenticity and quality craftsmanship. This approach has led to collaborations with iconic names like Vans, jazz musician Chet Baker, and punk band The Weirdos. Now carried by premier global retailers such as Dover Street Market and SSENSE, Noon Goons has cultivated a following that appreciates its blend of laid-back style and culturally rich design.