NOAH Taps Roots Studio To Serve Up Bok Joy Collection

“You eat what you wear.”

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Sustainability is a core value to NOAH, with the clothing label donating a portion of annual sales to various environmental groups, as well as offering an in-house “Not Dead Yet” initiative, which encourages customers to return used NOAH clothing through its buyback program, allowing the preloved items to be intentionally upcycled or recycled. The label’s latest sustainability move includes partnering with “equitable cultural heritage library for IP licensing” Roots Studio – dedicated to uplifting Indigenous artists and their cultural heritage and traditions – for its multifaceted Rurban line.

“Rurban celebrates the in-between of the rural and the urban – the unexpected wonder created when cultures from global villages and city streets collide. It fuses the best of both worlds to create powerful, ethical, and sustainable pieces,” Roots Studio founder Rebecca Hui conveys of the line’s inspiration. “Can “cultural preservation” move beyond static anthropological nostalgia to a dynamic, evolving, creative collaboration? Rurban aims to do this.”

 

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For Rurban, Roots Studio has tapped 3.1 Phillip Lim and Triple Five Soul alongside NOAH to offer up a range of apparel; it all started this past summer when Hui backpacked overstock from the three brands to a handful of Indigenous villages in China’s Guizhou province. Artists from Roots Studio’s collective went to work on the hoodies, totes, and jackets, implementing local techniques, dyes and fabrics.

In NOAH’s contributions to the Rurban foray, the NYC-based label partnered with the Miao and Buuyi artisan communities in China, tapping into their distinct, respective artistic practices to create a capsule of contemporary clothing. For design inspiration, the creatives looked to their historical surroundings; pulling from their backgrounds as farmers, the pieces are centered on their sustainable lifestyle and practices, depicting humanity’s harmonious relationship with the natural world.

NOAH’s co-founder Estelle Bailey-Babenzien explains that this tasteful collaboration is deeply intentional for the NYC label. “It’s an honor to support the Indigenous creators by showcasing their craftsmanship and whimsical designs for their own collection, as well as on Noah garments from our “Not Dead Yet” program and items from 3.1 Phillip Lim and Triple Five Soul,” she explains. “We have so much respect for Roots Studio’s commitment to honor the communities they work with, celebrating their local traditions, artistry, and culture in creative ways.” Watch as Artist Leo Peiqiong meticulously goes in on a handful of 1 of 1 NOAH pieces in the below video.

 

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NOAH’s Rurban by Roots Studio drop first lands in NOAH’s Soho flagship for a pop-up shopping event beginning on October 26 at 6:00 p.m. EST. The pop-up will continue through Friday, October 27.  The drop also includes Rurban jean jackets, which will be available for onsite customization with a selection of hand-painted indigo patches. See the full details in the below Instagram invite.

 

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Elsewhere in the fashion world, Blue Bottle Coffee and HUMAN MADE have linked up once again for another co-branded capsule.

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