NOAH has always made strides towards transparency, emphasizing the inherent contradictions presented by “sustainable” fashion brands by underlining its own unsustainable practices. Instead, NOAH emphasizes its efforts to put thoughtful, ethical business practices in place — like the recent Australian bushfires shirt — underscored by a lengthy mission statement that underscores its own Spring/Summer 2020 collection.
Posted on the brand’s Instagram, the seasonal statement reiterates that “NOAH is still not a sustainable brand. We’re not even close.” However, NOAH does aim to educate its customers about the products it sells, simultaneously recommitting to the 1% for the Planet program to ensure that a portion of NOAH’s funds are donated to environmental causes. This awareness plays into the brand’s SS20 lookbook, with warm weather looks accompanied by details about the dangers facing the Earth’s oceans and the creatures that inhabit them.
The seasonal goods are appropriately beach-friendly, with swim trunks, comfy pullovers and lightweight windbreakers all executed in bold summer hues. More adventurous items, including shirts emblazoned with oversized plaids and paisley-printed pants, are accompanied by NOAH’s staple hoodies, rugby shirts, tees and elasticated beach pants, all encouraging progressive seasonal styling. Meanwhile, graphics include stylized NOAH logos, nature photographs and even a “JOAN OF ARC” collegiate print, a nod to the French martyr who battled English invaders and, less famously, possessed a deep love for animals.
Most recently, NOAH contemporary Stüssy introduced its own beach-adjacent Spring 2020 lookbook.