# High Fashion-Inspired Streetwear Noon Goons is an Amazing Blend of Streetwear and High Fashion By Justin Lam | Published 2018-01-11 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/noon-goons References: [gq](https://www.gq.com/story/noon-goons-fall-winter-2018-first-look) & [noongoons](https://noongoons.com/) Noon Goons is the latest fashion collection blurring the lines between [streetwear and designer fashion](https://www.trendhunter.com/trends/kowga-x-union-tokyo). The SoCal-based brand was started by Kurt Narmore in 2016 and draws heavy influence from Namore's background in [skateboard and surf culture](https://www.trendhunter.com/trends/paper-planes-1). While inspiration for the designs draws from this culture, Noon Goons clings onto a sense of authenticity that borrows from culture and claims for itself. As of now, the brand's clothing is manufactured in LA, where Narmore owns an apparel production company. This is an important ethos for the company as Narmore is committed to keeping the production in LA regardless of the increase in sales. Part of Noon Goons' innovative designs is due in part to Sam Jarou, who is somewhat an obscure legend in the fashion industry and serves as the creative director behind the company. Before joining this label, Jarou served as a consultant for brands like Richardson and Comme des Garçons. While Jarou is not a surfer or skateboarder, his [high fashion mentality](https://www.trendhunter.com/trends/brigade) has aided Noon Goons in producing something that has the fashion industry buzzing. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 81% | Activity: 79% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Blurring Lines:** The trend of blurring the lines between streetwear and high fashion creates opportunity for innovative fashion collections. - **Authenticity:** The trend of embracing authenticity in fashion designs opens up new possibilities for brands to create unique and culturally-inspired clothing. - **Creative Collaboration:** The trend of bringing together fashion experts from different backgrounds, such as high fashion and streetwear, leads to innovative and buzz-worthy designs. ### Where This Applies - **Fashion:** The fashion industry can leverage the trend of blending streetwear and high fashion to create exciting new collections that cater to the evolving tastes of consumers. - **Apparel Manufacturing:** The apparel manufacturing industry has the opportunity to support brands committed to keeping production local, like Noon Goons' commitment to manufacturing in LA. - **Consulting:** The consulting industry can play a role in facilitating creative collaborations between fashion brands and industry experts, leading to innovative designs. ## Related on Trend Hunter - [Subculture-Themed Generational Fashion](https://www.trendhunter.com/trends/wildest-ones-yet.md) - [Vibrant Skate Graphic Streetwear](https://www.trendhunter.com/trends/sorry-in-advance.md) - [Rapper-Collaborative Streetwear Capsules](https://www.trendhunter.com/trends/p-by-gunna-collection.md) - [Collaborative Web-Themed Limited Streetwear](https://www.trendhunter.com/trends/invasion-line.md) - [Mid-Summer Streetwear Launches](https://www.trendhunter.com/trends/when-the-smoke-clears-collection.md) - [Luxury Apparel Capsules](https://www.trendhunter.com/trends/nocta-x-chrome-hearts.md) - [Consumption-Inspired Fashion Capsules](https://www.trendhunter.com/trends/loutre-2.md) - [Urban Luxe Streetwear Collections](https://www.trendhunter.com/trends/from-the-row-to-the-road.md) - [Edgy Backpack-Centric Fashion Shows](https://www.trendhunter.com/trends/at-the-edge-of-time.md)