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Where the runway meets the street

For those of you who have purchased items online from NYC’s NOAH, you noticed how the unboxing experience is not quite up too par with other brands, and that’s with a good reason.

Aiming for a more sustainable approach and not contributing to the municipal waste that comes from packaging material, the brand proudly emphasizes that the 2-3 minutes of joy in opening a well-decorated package doesn’t equate to the actual product itself. “What it comes down to for us is the simple knowledge that no amount of packaging changes the product it’s wrapped around. Expensive packaging does not make a jacket, t-shirt or sweatshirt any better. Whatever you bought still has to live on its own once you’ve tossed the packaging aside.”

Customers have already complained about this method, particularly their recent switch from polyethylene to Kraft paper, as opening it the wrong way can cover the products inside with the dusty recycled fibers used to cushion them.

Furthermore, NOAH views that certain pieces deserve more careful handling, although, their stance on a greener environment is what matters the most too.

“Some of our more ambitious items seem like they deserve a little more than being shipped in a poly bag, both in terms of the work we’ve put into creating them and the commitment they represent for our customers. But we keep coming down on the side of letting these items speak for themselves, rather than making our environmental footprint any bigger by dressing them up.”

As one of the fashion leaders all for a sustainable setting, here’s a list of other sustainable and ethical labels that are actually worth buying.

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Words by Renz Ofiaza
Staff Writer

Renz Ofiaza is a Staff Writer at Highsnobiety and based in Brooklyn.

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