Southern California may have ceded a bit of the monopoly it once enjoyed as the only home for surf brands, with Australia, France and even Sweden churning out stylish, well-made surf-inspired gear. But with the influx of labels around the globe claiming the category as their own, a different kind of surf wear has emerged.
Meet Noon Goons, a new contemporary surf wear label designed and manufactured in Los Angeles. While some of Noon Goon's offerings fall in line with what we would expect from a line created for the "hard-working city surfer" - like graphic tees and raglan sleeve baseball shirts - the collection casts a wider net, pulling inspiration from 1950's style and East LA car club culture.
Available now at Ron Herman Japan and noon-goons.com, Noon Goons will debut their full Spring/Summer 2016 collection at Capsule Paris this week, some of which you can see above. Be sure to stop by for a closer look at the new face of SoCal surf.