Noah Opens First Los Angeles Store

by · WWD
Noah opens at 911 North Orange Drive in Los Angeles.Courtesy/Seth Binsted

Noah has expanded to the West Coast with the opening of its first Los Angeles location, marking the men’s clothing brand’s fourth store globally and joining its flagship on New York’s Mulberry Street, as well as locations in Tokyo, Osaka and Seoul.

The new 5,000-square-foot store at 911 North Orange Drive was designed by Noah cofounders Brendon Babenzien and Estelle Bailey-Babenzien. It was created as a multifunctional space, combining retail, community and cultural programming. The founders plan to host intimate dinners, panel discussions, book clubs, film screenings, live performances and other gatherings.

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Noah opens at 911 North Orange Drive in Los Angeles.Courtesy/Seth Binsted

The design mixes clean, minimalist architecture with warm residential details and features an outdoor courtyard, vaulted-ceiling interior, full kitchen and dedicated screening and soundstage area. It incorporates custom elements from designers and makers, including an in-store skate bowl by Machine Histories, furniture by Verso, lighting by Estudio Persona and pieces by Shin Okuda of Waka Waka.

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Reflecting on Noah’s arrival in L.A., Brendon Babenzien said California’s skate, surf and music culture had a profound influence on him growing up on the East Coast, helping shape the perspective that would later inform the brand.

“Every magazine was featuring skaters and surfers in California,” he said. “The Red Hot Chili Peppers and Fishbone were doing something we’d never heard before. Didn’t know we needed it, but it instantly made sense. All of what California was offering us got absorbed, compounded, and layered on top of a basically preppy, and sometimes punk, sometimes hip-hop, style, defining a new Northeast attitude.”

Noah opens at 911 North Orange Drive in Los Angeles.Courtesy/Seth Binsted