NOAH: It’s not about the hype

NYC based brand NOAH has published a vintage lookbook. The imagery shows a series of NOAH key items such as jackets, parkas, sweaters and other knits. What do we love most about this new collection? The brand succeeds in combining traditional pieces and youthful menswear. Moreover, it stands up for its beliefs and represents young activists that try to change the world. Last but not least, the streetwear brand fights against mass consumption and criticizes how society teaches to buy clothing just because it’s “hyped”. What about Noah? It’s not about the hype.