Noon Goons is SoCal and SoCal is Noon Goons. Started by Kurt Narmore in 2016, the streetwear brand directly reflects the punk, hip-hop, surf, and skateboarding cultures that have and continue to influence LA. It is one of the few clothing brands, to date, capable of merging these disparate cultures in a way that is exciting, refreshing, and most importantly, authentic. Coined by Narmore's mother, "Noon Goons" is a tongue-in-cheek term used to describe the tourists that flock to Cali's surf-friendly beaches in the afternoon — long after the locals have left for the day. This playfulness and commitment to everything West Coast has carried on throughout Narmore's creations. Detailing on a jacket may reference a historic punk club in LA, a design of a flannel shirt may pull from 90s hip hop streetwear, or the durability and fit of a pair of trousers will be designed to withstand an evening at the skatepark. Even more so, the Noon Goons team works hard to keep the design and manufacturing in LA while employing only locals to participate in his lookbooks and campaigns. It's all the more reason to have this American brand on your radar.
