Noah's First West Coast Flagship Brings New Wave-Meets-Prep Style to Hollywood's Sycamore District

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For its first Los Angeles outpost, Noah did what it does best: eschewing expectations. Rather than debuting on streetwear-heavy stretches like Fairfax or La Brea, the New York-based label chose the Sycamore District for its West Coast flagship.

Noah creative director Brendon Babenzien may have cut his fashion teeth at Supreme, you'd be mistaken to call Noah a streetwear brand. The genre-defying, generation-spanning label's 5,000-square-foot space showcases its skate, surf, and sea sensibilities that fuse seamlessly with New Wave cool and East Coast prep. Case in point: you'll find graphic tees with portraits of Robert Smith and Siouxie Sioux (a collab with photographer Peter Anderson) alongside classic rugby shirts, Italian linen suiting, and Japanese selvage denim.

At Noah's private preview in late May, Babenzien admits he "doesn't give a shit" if his stuff sells, but that punk-rock attitude is why it does. He's released merch drops with the Red Hot Chili Peppers, The Cure, Depeche Mode, and other bands that you'll likely find on a Gen X- and Millennial-coded festival lineup, while dressing Gen Z in houndstooth sports coats, leather loafers, nautical sweaters, and other "dad rock" wardrobe staples with a modern twist.

The shop also stocks an exclusive "Los Angeles" embroidered tee, knitwear, canvas sneakers, sunglasses, and more, all created in line with the brand's ethos of prioritizing people and the planet. That's another area where Noah refuses labels. Not keen to call itself a "sustainable" brand, Babenzien and his team design according to their values by working with factories in Portugal, Canada, and beyond that pay fair wages and provide safe working conditions; supporting environmental nonprofits and grassroots organizations as members of the advocacy group 1% for the Planet; and partnering with Surfrider and L.A. Neighborhood Land Trust; to name just a few efforts.

The interiors were designed by Noah co-founder and Dream Awake studio founder Estelle Bailey-Babenzien with architecture firm Studio Murnane. The brand's design codes are seen throughout the space: surfboards, fitting room curtains by UK Sailmakers, and sails by Sailright Midwest nod to Noah's coastal aesthetic, while the in-house skate bowl by Machine Histories sees regular shredding from skateboarders. (The Converse-sponsored bowl had plenty of action at the sneaker brand's recent party to celebrate its collab with pro skater pro skater Louie Lopez.)

Vaulted ceilings with wooden beams give the boutique an airy, expansive feel, while the soundstage and Sony speakers round out the event-ready space. (Noah plans to host book launches, community events, collab parties, and more.) The shop also features a custom Blue Island piece by Waka Waka designer Shin Okudo, upholstery by Colours of Arley, wallpaper by artist Kate Berry and Graham & Brown, furniture by Verso, lighting by Estudio Persona, rugs by Salam Hello, and sleek kitchen cabinetry by Reform Kitchen. Rounding out the space are original art by Peter Anderson, Paul Ferney, Curtis Kulig, Shane McClatchey, and Dale Zinkowski,

Elsewhere in the shop (previously home to L.A.-based label NSF), find a curated selection of skin care, fragrances, home goods and decor, including luxe scents from Sidia and Folie a Plusiers, Utu sunscreens, garment sprays by Attirecare and Tamanahada soaps, to name a few.

Scroll through the gallery for more inside the space, and see below for the address.

Noah, 911 North Orange Ave., Los Angeles, 90038