NOAH's founder, Brendon Babenzien, took to his brand's blog to outline a curious incident with a shopper at the brand's recent shop-in-shop at London's Dover Street Market. A young streetwear fan asked Babenzien why a particular jacket in NOAH's collection cost so much, despite it not having taped seams (a common feature of rain-resistant outerwear).

See below for a brief account of Babenzien's fascinating — and compelling —  response, and read the full story over at NOAH.

We buy from reputable suppliers making high quality textiles in countries with reasonable environmental laws. That means they cost more, but they contribute a bit less to environmental destruction...Next, we manufacture in countries that have fair labor laws and are known for producing high-quality garments. In the case of this particular jacket, that country is Italy.

Babenzien also provided a handy infographic breaking down the exact cost of every part of the jacket's production process.

The former Supreme Creative Director also recommends fans of his new brand swot up on ethical issues by reading Kevin Bates's book, Blood and Earth. Here's a link to the book on Amazon, but if you're following in Babenzien's conscious-shopper footsteps, you could also buy a copy from an independent bookstore.

Now more than ever, how you spend your money means something. Every purchase is a vote for human rights, environmental responsibility, women's rights, or workers’ rights—just to name a few. Buy less. Buy better. Don't be a mindless consumer.

Show your support for NOAH's ethically-responsible clothing by heading over to the brand's online store.

For more from NOAH, check out its special retail space inside Dover Street Market's London location.

  • Cover Image:Thomas Welch /

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