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Noah’s latest capsule collection is all about the dangers facing sharks — and the brand gets real about some of the gory details.

Given Noah’s history this isn’t actually a surprising move for the brand. Noah’s creative director Brendon Babenzien has been a longtime fan of sharks, in fact, the center of Noah’s space in DSM in punctuated with a shark installation.

Noah has also always had an activist edge to it. Its Instagram account is punctuated with facts about global warming and the dangers facing our sea life, and last year the brand made a Black Lives Matter tee with proceeds going to the movement.

Open for business @doverstreetmarketlondon

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This capsule collection is aiming to raise awareness about the current fate of sharks, and to point out the irony of humans being afraid of sharks, when we are a much bigger threat to them than they are to us.

The frequency of shark attacks is completely over-hyped in public consciousness. The 5-year global average of shark attacks of humans is 82 per year and of those only 4 are fatal. On the other hand, 100 million sharks are being killed by humans each year, mainly by “finning,” which is when fishermen cut off the sharks fin while it is still alive, and dump the rest of the mutilated body back into the sea — that’s where your shark fin soup comes from.

Sharks are important to balance our fragile eco system and the current rate of their slaughter is actually putting the animal at risk. Sharks mature slowly and produce less offspring than other fish — so they’re currently being killed faster than they can reproduce.

Noah and Dover Street Market will donate 10 percent of this capsule to the conversation organization, Shark Trust. You can also buy limited run stickers with 100 percent of proceeds going to the charity. The capsule is available online and at the Noah space in the London DSM.

In other news, Dior Homme’s Pre-Fall 2017 collection launches today.

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