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With the latest collection from Supreme set to be unveiled next week, word has surfaced that the label’s creative director Brendon Babenzien has quit the New York skate giant to relaunch his own brand Noah, which shuttered in 2007.

In an exclusive piece for WWD, the creative outlines his plan to raise $2 million to launch the brand again, which will be aimed at a more mature streetwear demographic – one that yearns for something a little more sophisticated, while remaining true to its roots. The man himself says:

“If you’re a 20-year-old kid today who buys any number of cool brands, you aren’t in five years going to start wearing a suit and tie. They aren’t just gonna get stodgy overnight…Twenty years ago, skateboarders were outcasts and football players were cool. Now [the skateboarders are] at the top of the food chain. They aren’t being addressed very well. If you want to spend a ton of money, you can buy great clothes. But can you balance that with an understanding of what’s happening socially at the moment and what kind of music people are listening to?”


Not the first Supreme employee to start his own project – brand manager Angelo Baque launched his own label Awake in 2013, while Acapulco Gold and OAMC also count the brand as a past employer – Noah’s debut line will drop in the fall and promises to include a variety of outerwear pieces crafted from Loro Piana wool and Cashpad (a down fabric made from cashmere) alongside the usual streetwear staples of which Supreme is so adept.

Babenzien’s departure comes at a pivotal moment for the New York label, as it teeters on the edge of mainstream acceptance with many detractors arguing its glory days are long gone. With the recent announcement of an upcoming collaboration with UNDERCOVER, 2015 could prove to be a very important year for Supreme indeed.

Words by Alec Leach
Digital Fashion Editor

Alec Leach grew up in Brighton, England, but now lives in Berlin, where he leads Highsnobiety's fashion content.

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