“Obviously we live and breathe downtown L.A.,” says designer Kurt Narmore as he walks us through the SS19 drop from his brand Noon Goons.

The latest collection has all the codes of laidback West Coast style–cozy and oversized casualwear–but with details compounded by a catalog of references to the punk movement, surf/skate culture, and hip-hop dating back to the ’90s.

“We like to push the polar fleece, it’s very classic LA. You throw it on in the morning because it gets hot by noon,” says Narmore, a SoCal native who looks every part the genuine surfer. The brand’s name is a reference to the time in which tourists show up and crowd the beach (i.e. midday). As any legit surfer would know, the best waves are in the morning, hence the necessity for a steezy fleece for that early ride to beach.

Other key items from the new collection include quilted fleece flannels, mock necks, bowling shirts, track jackets, varsity sweaters (which Narmore refers to as “varsity drop out” sweaters), dress trousers, and swim shorts. You can see the garms in more detail in the gallery above or via the video lookbook below.

Shot by Gogy Esparza, the video highlights a sleek python print jacket and striped rayon shirts. Esparza shot our recent Highsnobiety Japan T-shirt capsule lookbook in Tokyo, as well as visuals for Supreme x Fox collaboration too.

The collection will be available on their website soon, so stay tuned for more details about how to cop.

We’ve detailed the inevitable revival of surf-wear before here, we also saw some of the trend drip into Paris Fashion Week via the SS19 presentation from UNDERCOVER

Words by Max Grobe
Associate Fashion Editor
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