noon goons
Los Angeles-based menswear brand known for its authentic designs rooted in Southern California’s surf, skate, and punk subcultures.
ORIGIN
USA
PRICE TIER
contemporary
SPECIALIZATION
MEN
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.
Featured Items
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Fred Perry And Noon Goons Collaborate On A Punk Inspired Capsule
This article covers the collaboration between Fred Perry and Noon Goons, highlighting how the collection merges the rebellious, counter-cultural spirits of both brands with a focus on punk-inspired design elements.
The Noon Goons Guide To Surfer Speak
In this foundational interview, founder Kurt Narmore explains the origin of the brand's name and the authentic Southern California surf and punk culture that defines its DNA, providing a glossary of the lingo that inspires the label.
Noon Goons Is Ready to Take On Streetwear's Big Players
This profile details the brand's origins, with founder Kurt Narmore sharing how he started by making clothes for friends and how his experience in LA's garment industry shaped the brand's authentic, locally-made ethos.
How YG and Noon Goons Designer Kurt Narmore Became Fashion Buds
This GQ interview with founder Kurt Narmore and rapper YG explores their collaborative relationship, which began with YG being a fan of the brand. It discusses the brand's LA-centric aesthetic and its intersection with music and street culture.
Noon Goons — Base-Cast
This brand directory profile provides a concise overview of Noon Goons, covering its founding by Kurt Narmore, its LA-based manufacturing, the role of creative director Sam Jarou, and notable past collaborations with artists like The Weirdos.