New York City-based NOAH first joined hands with revered rockers The Cure back in 2017 for a co-branded capsule collaboration. Hot off a PUMA collab, Brendon Babenzien‘s NOAH is joining forces with the British band yet again for another collection inspired by classic tour merchandise.
NOAH has completely expanded 2017’s initial offering, giving “concert merch” a whole new meaning. The label looked to tap into the “creativity and artistic expression” of the band, also tapping artist Perla Haney-Jardine to recut and resew the collection – as well as re-contextualize it to adhere to her vision.
Pieces are vibrant and eye-catching as well conducive to layering, with a bevy of heavyweight hoodies leading the range. Elsewhere, graphic tees read “The Cure Pictures of You” – a nod to the band’s 1989 cut – on the backside. “The resulting pieces she created are not only unique one-of-ones, but also amazing examples of the underlying individualistic spirit that Noah strives to inspire in every person who wears our clothes,” NOAH shared in an Instagram caption.
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Peep the lookbook above, and watch for the full NOAH x The Cure capsule, which lands online and at select retailers on Thursday, December 7 at 11 a.m. EST.
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