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.
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Noah, despite our ongoing efforts to explore and use more recycled, renewable and eco-friendly materials in our products and packaging, is still not a sustainable brand. We’re not even close. – We are, however, working as hard as we can to be a responsible company. We only manufacture in factories and countries that respect their workers. By focusing on quality, and encouraging our customers to be informed about what they buy, we hope to gradually reduce rampant consumerism. The choices we make are not driven solely by money, and we’ve made it a practice to give back. We’ve recommitted to 1% for the Planet, to keep supporting their network of grassroots environmental organizations. We’ll also continue to raise and donate funds to other causes we care about, from human rights to disaster relief, and keep our community informed about these issues. – But the most important thing about how we operate may be how we treat each other. We recognize our entire ecosystem, from customers to employees to contractors to partners, are human beings with emotions and lives of their own. The long-term goal is to create a culture of respect that spreads beyond our walls.