1
00:00:01,960 --> 00:00:04,400
Speaker 1: You can have tons of money and still being measurable, right, So,

2
00:00:04,519 --> 00:00:06,680
Speaker 1: like that was what I was going through at the time.

3
00:00:06,720 --> 00:00:08,160
Speaker 2: It's like kind of like reckoning this.

4
00:00:08,200 --> 00:00:10,719
Speaker 1: Understanding of like no amount of money is going to

5
00:00:10,800 --> 00:00:13,520
Speaker 1: make me happy if I'm doing things I don't love,

6
00:00:13,560 --> 00:00:14,120
Speaker 1: if I'm not.

7
00:00:14,120 --> 00:00:17,680
Speaker 2: Contributing the way I think I should be. And you can't.

8
00:00:17,880 --> 00:00:19,919
Speaker 1: You can't run away from that, you know, Like, once

9
00:00:19,960 --> 00:00:22,040
Speaker 1: you know it, you know it. And I knew it,

10
00:00:22,120 --> 00:00:23,800
Speaker 1: so I was like, I need to go do something else.

11
00:00:34,560 --> 00:00:38,000
Speaker 3: Welcome to Idea Generations All Angles, a podcast about culture's

12
00:00:38,000 --> 00:00:44,040
Speaker 3: most influential brands and the teams that built them. If

13
00:00:44,080 --> 00:00:47,320
Speaker 3: you're an entrepreneur, creative, or anyone interested in harnessing the

14
00:00:47,320 --> 00:00:51,080
Speaker 3: power of collaboration, join me Noah Callahan Bever each week

15
00:00:51,120 --> 00:00:54,880
Speaker 3: as we dissect the most dynamic companies in culture, because

16
00:00:54,920 --> 00:00:57,520
Speaker 3: the only way to truly understand success is.

17
00:00:57,480 --> 00:00:59,160
Speaker 4: To look at it from all angles.

18
00:01:00,560 --> 00:01:03,760
Speaker 3: Idea Generation's Ball Angles is a Will Packer Media podcast.

19
00:01:12,319 --> 00:01:15,560
Speaker 3: In two thousand and two, accomplished Supreme creative director Brendan

20
00:01:15,600 --> 00:01:19,440
Speaker 3: Babinzian took his first swing at entrepreneurship and launched Noah,

21
00:01:19,840 --> 00:01:22,640
Speaker 3: a men'swear brand born at the intersection of nautical living

22
00:01:22,880 --> 00:01:29,520
Speaker 3: and skate culture. However, despite critical acclaim in downtown Cool,

23
00:01:29,959 --> 00:01:32,440
Speaker 3: the brand barely made it a few seasons before Brendan

24
00:01:32,520 --> 00:01:34,640
Speaker 3: was forced to put Noah on the back burner and

25
00:01:34,720 --> 00:01:37,880
Speaker 3: resume his role at Supreme. But after a decade in

26
00:01:37,880 --> 00:01:40,280
Speaker 3: the house that James Jebia built, in which he helped

27
00:01:40,280 --> 00:01:42,920
Speaker 3: take Supreme from a local skate shop and Soho to

28
00:01:43,000 --> 00:01:46,560
Speaker 3: a global brand, Brendan decided it was time to revisit Noah,

29
00:01:46,840 --> 00:01:48,640
Speaker 3: and with the help of his then new wife, a

30
00:01:48,720 --> 00:01:52,280
Speaker 3: Stelle Bailey Babinzian, he relaunched the brand in twenty fifteen

31
00:01:52,440 --> 00:01:57,880
Speaker 3: to industry fan a free In the eight years since,

32
00:01:58,280 --> 00:02:01,440
Speaker 3: Noah has grown slowly and steadily while maintaining the core

33
00:02:01,480 --> 00:02:05,800
Speaker 3: philosophical commitments to animate Brendan and Estelle, Noah is a

34
00:02:05,840 --> 00:02:09,360
Speaker 3: beacon of hope and men'swear in fashion, exulting virtuous values

35
00:02:09,360 --> 00:02:14,320
Speaker 3: like sustainability, quality over quantity, and forward leaning but timeless designs.

36
00:02:15,960 --> 00:02:18,240
Speaker 3: On this week's episode of All Angles, we talked to

37
00:02:18,280 --> 00:02:21,440
Speaker 3: founders Brendan and Estelle, as well as brand energy director

38
00:02:21,520 --> 00:02:24,160
Speaker 3: Johnny Napp to hear the full story of Noah and

39
00:02:24,240 --> 00:02:26,079
Speaker 3: find out how the little shop on the corner of

40
00:02:26,120 --> 00:02:29,560
Speaker 3: Mulberry Street in Lower Manhattan, became an industry thought leader

41
00:02:29,600 --> 00:02:31,040
Speaker 3: and a global brand.

42
00:02:32,480 --> 00:02:34,400
Speaker 4: But before any of that happened.

43
00:02:34,280 --> 00:02:38,000
Speaker 3: Years before collaborations with Puma, Adidas or being tapped as

44
00:02:38,040 --> 00:02:40,880
Speaker 3: the creative director of j crue Men's, Brendan was just

45
00:02:40,919 --> 00:02:43,720
Speaker 3: a teenager at East dicelip Long Island looking for his

46
00:02:43,800 --> 00:02:44,480
Speaker 3: first job.

47
00:02:47,320 --> 00:02:50,040
Speaker 1: My first job was at the shop surf Shop, skate shop.

48
00:02:50,240 --> 00:02:52,040
Speaker 1: Back then, most shops were like surf.

49
00:02:51,760 --> 00:02:54,960
Speaker 4: Skate This is Brendan Babinzian, founder of Noah.

50
00:02:55,400 --> 00:02:57,880
Speaker 1: For the most part of that job is a couple

51
00:02:57,919 --> 00:03:00,960
Speaker 1: of years, four years, maths, right high school or whatever.

52
00:03:01,560 --> 00:03:03,200
Speaker 2: But I was fortunate enough to.

53
00:03:03,280 --> 00:03:06,560
Speaker 1: Start when I was thirteen, so I went from thirteen

54
00:03:06,600 --> 00:03:07,160
Speaker 1: all the way to.

55
00:03:07,160 --> 00:03:08,000
Speaker 2: Like twenty one.

56
00:03:08,200 --> 00:03:10,240
Speaker 1: So when I first started working there, the shop wasn't

57
00:03:10,240 --> 00:03:11,680
Speaker 1: even a full blown shop yet.

58
00:03:11,840 --> 00:03:12,840
Speaker 2: This is in my hometown.

59
00:03:12,960 --> 00:03:15,880
Speaker 1: It was called cards and stuff, and it was like

60
00:03:16,120 --> 00:03:17,919
Speaker 1: greeting cards and birthday cards.

61
00:03:17,600 --> 00:03:20,560
Speaker 2: And magazines and cigarettes and like all this stuff.

62
00:03:21,080 --> 00:03:23,840
Speaker 1: And several years before I started there, some of the

63
00:03:23,880 --> 00:03:27,919
Speaker 1: really older guys who were kids at the time were like, hey, man,

64
00:03:28,000 --> 00:03:29,680
Speaker 1: you should sell skateboards or whatever.

65
00:03:29,760 --> 00:03:32,280
Speaker 2: So he brought in a few skateboards, and then that

66
00:03:32,440 --> 00:03:34,840
Speaker 2: aisle in the shop grew and then there was like

67
00:03:34,920 --> 00:03:37,240
Speaker 2: boogie boards and stickers.

68
00:03:36,840 --> 00:03:39,000
Speaker 1: Started popping up behind the counter and this and that,

69
00:03:39,040 --> 00:03:41,920
Speaker 1: and like over time it really got taken over and

70
00:03:42,040 --> 00:03:43,600
Speaker 1: became more of a serf skate shop.

71
00:03:43,720 --> 00:03:44,960
Speaker 2: And then we moved.

72
00:03:45,320 --> 00:03:47,200
Speaker 1: And the move is really what put the shop on

73
00:03:47,240 --> 00:03:50,760
Speaker 1: the map because we moved into like a freestanding house

74
00:03:51,320 --> 00:03:54,280
Speaker 1: that had been there forever on a street called Carlton Avenue.

75
00:03:54,760 --> 00:03:55,480
Speaker 2: The house was.

76
00:03:55,400 --> 00:03:58,400
Speaker 1: A former funeral partler, so it's like old and holy

77
00:03:58,600 --> 00:04:00,360
Speaker 1: creepy and had like multiple rooms stuff.

78
00:04:00,360 --> 00:04:02,880
Speaker 2: But like you converted it and turned it into a shop.

79
00:04:03,400 --> 00:04:05,760
Speaker 1: I think at thirteen you have you don't have expertise

80
00:04:05,760 --> 00:04:08,600
Speaker 1: and anything, but like I was a pretty good skateboarder

81
00:04:08,640 --> 00:04:11,160
Speaker 1: and like I knew kids, and I was into cool stuff.

82
00:04:11,560 --> 00:04:14,320
Speaker 1: So I got the job and then started just as

83
00:04:14,360 --> 00:04:17,960
Speaker 1: like behind the counter kid my primary responsibility when I

84
00:04:17,960 --> 00:04:20,400
Speaker 1: first started, pulled the T shirts, pulled the sweatshirts, put

85
00:04:20,400 --> 00:04:23,159
Speaker 1: the skateboards together. When people came into buy gear, you know,

86
00:04:23,320 --> 00:04:26,679
Speaker 1: that was it. And then within a year or two

87
00:04:27,360 --> 00:04:29,680
Speaker 1: I started going to the trade shows with Rick that

88
00:04:29,760 --> 00:04:34,600
Speaker 1: was my boss, and started like participating in the buys.

89
00:04:36,960 --> 00:04:39,039
Speaker 2: By fifteen, I was like buying.

90
00:04:39,200 --> 00:04:41,359
Speaker 1: By fifteen it was like, hey, go take that appointment

91
00:04:41,400 --> 00:04:44,520
Speaker 1: with you know, name them bill a Bomb, Quicksilver, this

92
00:04:44,560 --> 00:04:47,039
Speaker 1: one that one go do the buy right, plus finding

93
00:04:47,080 --> 00:04:50,719
Speaker 1: new stuff, right because at this time surf and skate

94
00:04:51,000 --> 00:04:53,760
Speaker 1: they're pretty much what you think of the surf and skate,

95
00:04:54,520 --> 00:04:56,839
Speaker 1: But there was this whole other thing happening, right Like

96
00:04:56,960 --> 00:04:59,560
Speaker 1: we were into other stuff, right, Like you listened to

97
00:04:59,600 --> 00:05:02,360
Speaker 1: hip hop, you know, not just like punk and new wave.

98
00:05:02,400 --> 00:05:04,440
Speaker 2: We listened to other things, and coming out of New.

99
00:05:04,400 --> 00:05:08,560
Speaker 1: York, we were seeing other things, like from a clothing

100
00:05:08,560 --> 00:05:11,600
Speaker 1: perspective and mixing it all up.

101
00:05:12,080 --> 00:05:14,000
Speaker 2: So we were like, what are those things that you

102
00:05:14,000 --> 00:05:15,680
Speaker 2: can pull in to this world?

103
00:05:15,720 --> 00:05:18,039
Speaker 1: And you know, to be fair, most of that stuff

104
00:05:18,080 --> 00:05:20,599
Speaker 1: came through the skateboarding lens, not the surfing lens.

105
00:05:20,839 --> 00:05:23,919
Speaker 2: Surfing was surfing for the most part, Quick Silver.

106
00:05:23,640 --> 00:05:26,320
Speaker 1: At Billibomb, there was companies like Instinct, there was a

107
00:05:26,400 --> 00:05:28,680
Speaker 1: ton right, so that was kind of its own thing.

108
00:05:28,720 --> 00:05:32,840
Speaker 1: But like skateboarding, you could bring in other things and

109
00:05:33,080 --> 00:05:35,560
Speaker 1: it would work for your skateboard customer, right, Like you

110
00:05:35,560 --> 00:05:38,000
Speaker 1: could bring in brands that had very little to do

111
00:05:38,040 --> 00:05:42,919
Speaker 1: with skateboarding specifically, but tangentially were really interesting, right, So

112
00:05:42,960 --> 00:05:46,120
Speaker 1: like I was really into like music and dance and whatever.

113
00:05:46,279 --> 00:05:48,720
Speaker 2: So like I mean, there was all these weird little brands.

114
00:05:48,720 --> 00:05:51,160
Speaker 1: We sold a brand called Label Whore, We sold a

115
00:05:51,200 --> 00:05:52,240
Speaker 1: brand called Swank.

116
00:05:53,520 --> 00:05:55,479
Speaker 3: As the head buyer for Rick Surf Shop at just

117
00:05:55,520 --> 00:05:58,840
Speaker 3: fifteen years old, Brandan set out to find exciting underground

118
00:05:58,839 --> 00:06:01,279
Speaker 3: brands for the store to care. He didn't have to

119
00:06:01,320 --> 00:06:03,640
Speaker 3: go far to find one brand in particular that would

120
00:06:03,640 --> 00:06:07,000
Speaker 3: be very influential, both on the market and in Brendan's life.

121
00:06:07,560 --> 00:06:11,120
Speaker 3: Another Long Island native, Don Busweiler, had started his own

122
00:06:11,160 --> 00:06:14,200
Speaker 3: clothing line, Pervert, and was starting to gain some momentum

123
00:06:14,240 --> 00:06:15,240
Speaker 3: in the local scene.

124
00:06:15,880 --> 00:06:19,039
Speaker 1: Pervert, for instance, Don started making T shirts in eighty eight,

125
00:06:19,360 --> 00:06:21,600
Speaker 1: and we had Pervert T shirts when he made them,

126
00:06:22,240 --> 00:06:24,160
Speaker 1: right like a few months after he started making, were like, hey,

127
00:06:24,160 --> 00:06:26,520
Speaker 1: we want to carry those. We were like a dozen

128
00:06:26,600 --> 00:06:28,560
Speaker 1: or two dozen of every design he had. I think

129
00:06:28,680 --> 00:06:31,159
Speaker 1: he was still in high school probably right. I meet

130
00:06:31,200 --> 00:06:35,719
Speaker 1: Don in Sabo, Long Island at a carnival. I actually

131
00:06:35,760 --> 00:06:37,440
Speaker 1: met him when I was around thirteen. It was really

132
00:06:37,440 --> 00:06:38,680
Speaker 1: a group of people I met.

133
00:06:38,760 --> 00:06:40,080
Speaker 2: He was one of them. Right.

134
00:06:40,160 --> 00:06:42,280
Speaker 1: So there was a whole crew from this town called Bayport,

135
00:06:42,360 --> 00:06:45,680
Speaker 1: Long Island. My friend Chris Nicosia, his nickname is scrubb,

136
00:06:45,720 --> 00:06:49,160
Speaker 1: his brother Stephen, his other brother Larry, Don was part

137
00:06:49,200 --> 00:06:50,760
Speaker 1: of that crew, and there was a whole bunch of guys.

138
00:06:51,120 --> 00:06:52,680
Speaker 1: And there's a bunch of us that went there to

139
00:06:52,760 --> 00:06:55,400
Speaker 1: skate at the carnival. Like we're like, oh, we'll just go.

140
00:06:55,480 --> 00:06:57,480
Speaker 1: It's like in like a parking lot. We'll just skate

141
00:06:57,480 --> 00:07:00,400
Speaker 1: and hang out or whatever. So like two groups of

142
00:07:00,480 --> 00:07:04,920
Speaker 1: kind of outcasts met and became friends. I really became

143
00:07:04,960 --> 00:07:09,920
Speaker 1: close with scrub Chritis and his whole crew, but Don.

144
00:07:09,800 --> 00:07:11,760
Speaker 2: Was part of that. Over time, Don and I got

145
00:07:11,800 --> 00:07:12,720
Speaker 2: closer and closer.

146
00:07:13,440 --> 00:07:15,480
Speaker 1: He eventually moved to Miami to go to college, and

147
00:07:15,480 --> 00:07:17,480
Speaker 1: he was a little bit older, so he was gone.

148
00:07:18,280 --> 00:07:21,160
Speaker 2: He left all of us. He went out to the world.

149
00:07:23,480 --> 00:07:26,120
Speaker 3: Don moved to Miami to continue to build Pervert, which

150
00:07:26,160 --> 00:07:29,000
Speaker 3: became one of the defining streetwear brands of the early nineties.

151
00:07:29,320 --> 00:07:31,600
Speaker 3: Soon everyone from the Beastie Boys to get At Jackson

152
00:07:31,680 --> 00:07:36,120
Speaker 3: were rocking Pervert. Meanwhile, Brendan, still on Long Island, tried

153
00:07:36,160 --> 00:07:36,800
Speaker 3: to figure out.

154
00:07:36,640 --> 00:07:38,440
Speaker 4: What his move was going to be. After high school.

155
00:07:42,120 --> 00:07:44,040
Speaker 2: I go through high school. I work in the shop.

156
00:07:44,320 --> 00:07:45,920
Speaker 1: You know, it was a funny time because I was

157
00:07:46,000 --> 00:07:49,800
Speaker 1: so into skateboarding and surfing and music and at that

158
00:07:49,840 --> 00:07:50,960
Speaker 1: point now snowboarding.

159
00:07:51,360 --> 00:07:54,760
Speaker 2: We got snowboarding pretty early and just all just different shit,

160
00:07:54,960 --> 00:07:55,560
Speaker 2: you know what I mean.

161
00:07:55,920 --> 00:07:57,880
Speaker 1: I liked the music nobody else liked, and like it

162
00:07:58,000 --> 00:07:59,800
Speaker 1: was always like I always felt like I wasn't connecting

163
00:07:59,800 --> 00:08:03,120
Speaker 1: with But I also had this whole other life where

164
00:08:03,120 --> 00:08:06,400
Speaker 1: I played lacrosse. That was something I did right, and

165
00:08:06,520 --> 00:08:09,280
Speaker 1: like it was very complex for me because lacrosse. I

166
00:08:09,320 --> 00:08:12,080
Speaker 1: actually loved the sport. I don't necessarily love the tangential

167
00:08:12,200 --> 00:08:15,080
Speaker 1: culture of it all the time, but the sport itself,

168
00:08:15,520 --> 00:08:18,480
Speaker 1: the origins of the sport being like you know, a

169
00:08:18,560 --> 00:08:21,240
Speaker 1: native sport and the way it's played and everything behind it.

170
00:08:21,280 --> 00:08:23,560
Speaker 2: I think it's a great sport. But I wasn't like

171
00:08:23,600 --> 00:08:26,720
Speaker 2: a jock. But I was good. I was like quite good.

172
00:08:26,800 --> 00:08:29,000
Speaker 1: I played on the Empire State team, which was a

173
00:08:29,000 --> 00:08:31,200
Speaker 1: pretty big deal. I probably could have been better if

174
00:08:31,240 --> 00:08:33,360
Speaker 1: I committed myself more of that kind of thing, but like.

175
00:08:33,360 --> 00:08:34,400
Speaker 2: I was good enough to.

176
00:08:34,440 --> 00:08:37,360
Speaker 1: Like have college be part of the conversation for a sport,

177
00:08:37,559 --> 00:08:39,960
Speaker 1: right I was like, Okay, I guess that's what I'll do.

178
00:08:40,320 --> 00:08:42,120
Speaker 2: I didn't know anything, dude. I was like, I guess

179
00:08:42,160 --> 00:08:44,040
Speaker 2: I'm going to try and go to college and play lacrosse.

180
00:08:45,240 --> 00:08:48,559
Speaker 3: Brenda headed to Gettysburg College in Pennsylvania to play lacrosse,

181
00:08:48,960 --> 00:08:52,160
Speaker 3: but he quickly realized that it wasn't for him disaster.

182
00:08:52,559 --> 00:08:53,880
Speaker 2: I hated it. I didn't fit in.

183
00:08:54,640 --> 00:08:57,880
Speaker 1: I missed the ocean, I missed New York. It was

184
00:08:57,920 --> 00:08:59,240
Speaker 1: like nice place, great.

185
00:08:59,080 --> 00:09:01,840
Speaker 2: School, people were, but like, I didn't connect him anybody.

186
00:09:01,840 --> 00:09:02,680
Speaker 2: So I just left.

187
00:09:02,880 --> 00:09:04,320
Speaker 1: I went for a year and I didn't go back,

188
00:09:04,400 --> 00:09:06,040
Speaker 1: and then I just bounced around trying to figure out

189
00:09:06,080 --> 00:09:06,480
Speaker 1: what to do.

190
00:09:07,120 --> 00:09:08,840
Speaker 2: And at that point that's when Donald was like, Hey,

191
00:09:08,840 --> 00:09:11,520
Speaker 2: come work with me. Let's do this thing.

192
00:09:16,840 --> 00:09:19,679
Speaker 3: Don's brand Perbert was blowing up and he needed some help,

193
00:09:19,960 --> 00:09:21,680
Speaker 3: so he'd reached out to Brandan to see if he'd

194
00:09:21,679 --> 00:09:24,280
Speaker 3: be interested in joining him in Miami to continue to

195
00:09:24,280 --> 00:09:25,120
Speaker 3: build Pervert.

196
00:09:25,640 --> 00:09:27,040
Speaker 1: He got to a point where he needed help and

197
00:09:27,040 --> 00:09:30,280
Speaker 1: he needed people he trusted and knew the history and

198
00:09:30,400 --> 00:09:31,560
Speaker 1: he knew kind of like thought like.

199
00:09:31,600 --> 00:09:33,320
Speaker 2: Him and everything. So eventually I went to work with

200
00:09:33,400 --> 00:09:34,640
Speaker 2: him after.

201
00:09:34,400 --> 00:09:39,000
Speaker 3: The shop, helping Don build Pervert in Miami sounded amazing

202
00:09:39,040 --> 00:09:42,240
Speaker 3: to Brendan, but he'd have to make a short detour first.

203
00:09:42,760 --> 00:09:45,640
Speaker 2: I moved to Ohio first. His partner was based in Ohio.

204
00:09:45,800 --> 00:09:49,000
Speaker 1: He was partners with a guy named Jimmy George, whose

205
00:09:49,000 --> 00:09:53,440
Speaker 1: family owned a shop and the Midwest skateboard distribution company.

206
00:09:53,800 --> 00:09:56,520
Speaker 1: So the warehouse for Pervert was based in Dayton, Ohio

207
00:09:56,880 --> 00:09:58,760
Speaker 1: because that's where this guy was from.

208
00:09:59,000 --> 00:10:00,720
Speaker 2: So I had to go to Date for like two

209
00:10:00,760 --> 00:10:01,760
Speaker 2: months to.

210
00:10:02,200 --> 00:10:05,560
Speaker 1: Clear out the warehouse. Felt through as much stock as possible.

211
00:10:05,559 --> 00:10:07,760
Speaker 1: We were like calling the shops being like, hey, you

212
00:10:07,760 --> 00:10:10,280
Speaker 1: need some stuff whatever. We're like trying to get get

213
00:10:10,400 --> 00:10:11,679
Speaker 1: rid of it so we didn't have to move it.

214
00:10:12,120 --> 00:10:15,640
Speaker 1: And that was a really difficult, difficult thing to do

215
00:10:15,679 --> 00:10:17,800
Speaker 1: because I was I hated Dayton, Ohio so much. I

216
00:10:17,840 --> 00:10:20,080
Speaker 1: was so depressed being there because all we did was

217
00:10:20,120 --> 00:10:22,480
Speaker 1: work for eight weeks straight in a place where we

218
00:10:22,480 --> 00:10:24,880
Speaker 1: didn't know anybody, where the weather was bad. It was

219
00:10:25,160 --> 00:10:29,120
Speaker 1: super depressed and I just was like, this is brutal. Eventually,

220
00:10:29,160 --> 00:10:32,120
Speaker 1: we packed up a thirty foot rider truck. I drove

221
00:10:32,200 --> 00:10:35,400
Speaker 1: the truck from Ohio to Miami without a cofirre.

222
00:10:38,040 --> 00:10:41,160
Speaker 3: Finally, after putting in some time in Dayton, Brendan headed

223
00:10:41,200 --> 00:10:42,480
Speaker 3: to Miami to work with Don.

224
00:10:45,520 --> 00:10:47,240
Speaker 1: When I first went to work with him, I was

225
00:10:47,240 --> 00:10:49,440
Speaker 1: like helping the sales and just doing whatever.

226
00:10:49,679 --> 00:10:52,960
Speaker 2: Right, it was Don's saying he was the designer whatever.

227
00:10:53,160 --> 00:10:55,400
Speaker 2: But it became it's.

228
00:10:55,320 --> 00:10:58,640
Speaker 1: Kind of complicated because like I wasn't officially designing, but

229
00:10:58,720 --> 00:11:01,280
Speaker 1: like everything I was saying is making and then some thing,

230
00:11:01,440 --> 00:11:03,560
Speaker 1: you know, it was like hey, you know what I mean, Like, hey, what,

231
00:11:03,640 --> 00:11:05,760
Speaker 1: let's still let's do this or whatever, and then I'm like, Don,

232
00:11:05,720 --> 00:11:07,720
Speaker 1: I'm gonna go do it right, So, like I don't

233
00:11:07,760 --> 00:11:08,400
Speaker 1: know what you call it.

234
00:11:08,480 --> 00:11:09,839
Speaker 2: I was just like doing whatever.

235
00:11:11,559 --> 00:11:14,240
Speaker 3: While Brendan acted as a pseudo designer and creative director,

236
00:11:14,480 --> 00:11:18,680
Speaker 3: he helped Don take Pervert national. Unbeknownt to Brendan, over

237
00:11:18,760 --> 00:11:22,040
Speaker 3: four thousand miles away, his future wife and business partner

238
00:11:22,280 --> 00:11:24,640
Speaker 3: was also getting her feet wet in the world of fashion,

239
00:11:24,920 --> 00:11:26,880
Speaker 3: but having a much different experience.

240
00:11:29,840 --> 00:11:32,760
Speaker 5: I grew up in England. I grew up in West Sussex,

241
00:11:32,880 --> 00:11:34,800
Speaker 5: which is thirty miles outside of London.

242
00:11:35,240 --> 00:11:38,600
Speaker 3: This is a stale Bailey babinzeean co founder of Noah.

243
00:11:38,720 --> 00:11:42,480
Speaker 5: I studied fashion communication and promotion at Central Saint Martin's

244
00:11:42,480 --> 00:11:46,720
Speaker 5: in London. I was feeling really disheartened by the fashion industry.

245
00:11:46,880 --> 00:11:51,240
Speaker 5: It was quite vapid. It was really pretentious, very self serving,

246
00:11:51,520 --> 00:11:54,640
Speaker 5: and also at that time, not at all diverse. It

247
00:11:54,679 --> 00:11:59,240
Speaker 5: was basically high society, very white, a lot of cocaine.

248
00:11:59,480 --> 00:12:02,640
Speaker 5: I didn't take drugs. I'm a person of color, and

249
00:12:02,720 --> 00:12:05,080
Speaker 5: I was just didn't even though I went to an

250
00:12:05,080 --> 00:12:07,520
Speaker 5: incredible school and I loved my school, you know, it

251
00:12:07,559 --> 00:12:09,280
Speaker 5: was like the best fashion school in the world, and

252
00:12:09,320 --> 00:12:13,120
Speaker 5: I love their ability to, you know, really look at

253
00:12:13,120 --> 00:12:15,920
Speaker 5: things in a really truly artistic way and not just

254
00:12:15,960 --> 00:12:19,439
Speaker 5: a commercial way, which was amazing. I just didn't really

255
00:12:19,440 --> 00:12:22,679
Speaker 5: fit into the industry there, and I started feeling like, I,

256
00:12:23,040 --> 00:12:25,200
Speaker 5: you know, I've always wanted to have a purpose driven

257
00:12:25,240 --> 00:12:28,480
Speaker 5: life and career and be part of something meaningful and

258
00:12:28,800 --> 00:12:30,640
Speaker 5: that could actually kind of make a difference in a

259
00:12:30,679 --> 00:12:35,560
Speaker 5: positive way. So I started thinking, well, if it's not fashion,

260
00:12:36,200 --> 00:12:40,360
Speaker 5: maybe it's I love music and music changes people's lives,

261
00:12:40,480 --> 00:12:42,400
Speaker 5: you know, Like, maybe I need to be working in

262
00:12:42,440 --> 00:12:45,800
Speaker 5: a creative role in the music industry. So then I

263
00:12:45,880 --> 00:12:48,120
Speaker 5: came for my year out. I came to New York

264
00:12:48,200 --> 00:12:49,720
Speaker 5: and I was looking for a job in the music

265
00:12:49,760 --> 00:12:52,080
Speaker 5: industry in a creative role, and I got really lucky.

266
00:12:52,559 --> 00:12:55,520
Speaker 5: My school approved it. Through a friend of a friend,

267
00:12:55,559 --> 00:12:58,160
Speaker 5: I got connected to Dominic Trinier, who had a label

268
00:12:58,160 --> 00:13:01,480
Speaker 5: called Tuba Sound, which was part of the Records and

269
00:13:01,559 --> 00:13:06,320
Speaker 5: we had DiAngelo and Mark Ronson and Nika Costa and

270
00:13:06,640 --> 00:13:10,920
Speaker 5: just by luck, his assistant Jody Patterson, who's amazing. She

271
00:13:11,200 --> 00:13:13,800
Speaker 5: was going to be taking maternity leave and he was like, Okay,

272
00:13:13,840 --> 00:13:15,440
Speaker 5: you can take her job if you want. I was

273
00:13:15,480 --> 00:13:18,560
Speaker 5: like perfect. I moved to New York, got involved with

274
00:13:18,559 --> 00:13:23,400
Speaker 5: the music industry.

275
00:13:23,280 --> 00:13:25,800
Speaker 3: Eager for a new experience. Still, moved from London to

276
00:13:25,840 --> 00:13:28,559
Speaker 3: New York to begin working in music. But it didn't

277
00:13:28,559 --> 00:13:30,840
Speaker 3: take long for her to discover that the music and

278
00:13:30,840 --> 00:13:33,160
Speaker 3: fashion industries really aren't all that different.

279
00:13:37,960 --> 00:13:41,280
Speaker 5: The music industry also proved to be not really a

280
00:13:41,320 --> 00:13:46,120
Speaker 5: great place for women. It was total boys club, and

281
00:13:46,120 --> 00:13:48,720
Speaker 5: you kind of really had to compete with other women

282
00:13:48,920 --> 00:13:51,440
Speaker 5: as well, and competing with the men and having to

283
00:13:51,480 --> 00:13:53,880
Speaker 5: be a bit of a bitch really to sort of

284
00:13:54,000 --> 00:13:56,520
Speaker 5: like make a difference or sort of climb to the top.

285
00:13:56,600 --> 00:13:58,840
Speaker 5: I was like, this isn't the life that I want.

286
00:13:58,880 --> 00:14:00,960
Speaker 5: This isn't conducers. I want which is I love music,

287
00:14:01,000 --> 00:14:04,240
Speaker 5: this isn't making me happy, and I don't want to

288
00:14:04,280 --> 00:14:06,600
Speaker 5: compete in this way and I don't want this lifestyle.

289
00:14:06,679 --> 00:14:09,080
Speaker 5: So I had to went back to the drawing board

290
00:14:09,160 --> 00:14:12,640
Speaker 5: of just well, you know what, if I always loved

291
00:14:12,280 --> 00:14:15,960
Speaker 5: what do I really want to do? I had always

292
00:14:16,520 --> 00:14:20,200
Speaker 5: loved just brand creation, and even with artists, that's what

293
00:14:20,280 --> 00:14:24,160
Speaker 5: I was really interested in, like creating the lifestyle, the brand,

294
00:14:24,440 --> 00:14:28,040
Speaker 5: all of the things around the music, the expression of it,

295
00:14:28,160 --> 00:14:32,040
Speaker 5: the visuals. I always had this dream of having a

296
00:14:32,080 --> 00:14:35,160
Speaker 5: concept store, like I love to collect concept store, and

297
00:14:35,160 --> 00:14:38,920
Speaker 5: I always had this idea of creating a brand and

298
00:14:38,960 --> 00:14:42,040
Speaker 5: a store that was a little bit more purpose driven,

299
00:14:42,720 --> 00:14:48,640
Speaker 5: was also kind of rooted in creating or manifesting change,

300
00:14:48,960 --> 00:14:53,920
Speaker 5: somewhat in responsibly sourced and made and more ethical practices

301
00:14:54,440 --> 00:14:58,240
Speaker 5: and sustainable practices, but also was cool and not crunchy guanola,

302
00:14:58,240 --> 00:15:01,680
Speaker 5: because at that time, anything that was like use the

303
00:15:01,680 --> 00:15:04,280
Speaker 5: word responsible or sustainable or all those things was like

304
00:15:04,600 --> 00:15:05,680
Speaker 5: totally hippie.

305
00:15:05,920 --> 00:15:06,120
Speaker 2: You know.

306
00:15:06,320 --> 00:15:08,760
Speaker 5: It was even before birkenstarts were cool. You know, it

307
00:15:08,840 --> 00:15:11,960
Speaker 5: had a really different perception to what it means now.

308
00:15:12,280 --> 00:15:14,760
Speaker 5: But that was sort of something I wanted to be

309
00:15:14,880 --> 00:15:18,520
Speaker 5: involved with, and I also loved interior design and store

310
00:15:18,520 --> 00:15:21,680
Speaker 5: design and just hospitality in general, and how to kind

311
00:15:21,680 --> 00:15:32,600
Speaker 5: of combine all of those elements into one.

312
00:15:30,680 --> 00:15:33,560
Speaker 3: A still's desire to world build letter to directing photo

313
00:15:33,560 --> 00:15:36,040
Speaker 3: shoots and helping brands with visual merchandising.

314
00:15:36,400 --> 00:15:39,560
Speaker 5: You know, I was producing photo shoots art directing photo shoots.

315
00:15:39,720 --> 00:15:43,200
Speaker 5: I started working back in fashion and interior design, and

316
00:15:43,240 --> 00:15:46,520
Speaker 5: I was doing this like store design with Donna Karen

317
00:15:46,640 --> 00:15:50,520
Speaker 5: and Victoria's Secret and visual merchandising with on a freelance

318
00:15:50,560 --> 00:15:53,800
Speaker 5: basis for different brands. I did have a network already

319
00:15:53,840 --> 00:15:57,160
Speaker 5: from just my music industry days and then also just

320
00:15:57,240 --> 00:16:02,960
Speaker 5: you know, producing photo shoots and just having relationships with

321
00:16:03,000 --> 00:16:06,080
Speaker 5: people that knew my work, that knew my creative ability

322
00:16:06,160 --> 00:16:09,120
Speaker 5: that I could help them, whether whether it's a logo

323
00:16:09,280 --> 00:16:12,320
Speaker 5: design or a photo shoot. I was never really a

324
00:16:12,320 --> 00:16:15,520
Speaker 5: corporate girl. I was always an entrepreneurial and always liked

325
00:16:15,560 --> 00:16:18,280
Speaker 5: to work for myself and do my own thing. So

326
00:16:18,840 --> 00:16:22,040
Speaker 5: it was just about finding the jobs that fit, and

327
00:16:22,080 --> 00:16:24,720
Speaker 5: they tend to find me too. So for a minute,

328
00:16:24,800 --> 00:16:27,360
Speaker 5: when I decided to leave the music industry, I just

329
00:16:27,400 --> 00:16:30,840
Speaker 5: started freelancing and I got some great projects and It

330
00:16:30,920 --> 00:16:33,800
Speaker 5: was great, and I actually made some incredible friends from

331
00:16:33,800 --> 00:16:36,880
Speaker 5: that time up staying up late, you know, doing visual

332
00:16:36,920 --> 00:16:40,680
Speaker 5: merchandising in stores, like doing all nights, and it was

333
00:16:40,800 --> 00:16:43,440
Speaker 5: crazy time. It was good, it was good money and

334
00:16:43,760 --> 00:16:47,040
Speaker 5: made some incredible relationships from that time.

335
00:16:50,720 --> 00:16:52,760
Speaker 3: As a still gainer footing in New York and honed

336
00:16:52,800 --> 00:16:55,200
Speaker 3: in on her career, Brendan's work was about to take

337
00:16:55,200 --> 00:17:00,520
Speaker 3: a one to eighty. Don Buswiler, Brendan's friend, founder of

338
00:17:00,560 --> 00:17:03,160
Speaker 3: Pervert and the reason that Brendan had moved to Miami,

339
00:17:03,600 --> 00:17:06,200
Speaker 3: decided to leave his brand at the peak of its popularity,

340
00:17:06,400 --> 00:17:09,760
Speaker 3: give up all his possessions, and join a mysterious religious

341
00:17:09,800 --> 00:17:15,439
Speaker 3: cult known as the Brethren. In an instant, Don was

342
00:17:15,480 --> 00:17:18,800
Speaker 3: gone and wouldn't be seen or heard from again for years.

343
00:17:20,440 --> 00:17:22,480
Speaker 2: So eventually Don left.

344
00:17:23,160 --> 00:17:25,399
Speaker 1: That's a story, right, I mean, I don't know if

345
00:17:25,440 --> 00:17:27,840
Speaker 1: I can even start that story, because that's you know,

346
00:17:28,200 --> 00:17:31,520
Speaker 1: trying to abbreviate it and say, like Don basically decided

347
00:17:31,520 --> 00:17:32,480
Speaker 1: one day he was going to.

348
00:17:32,520 --> 00:17:35,520
Speaker 2: Leave with these dudes and live like Jesus.

349
00:17:35,480 --> 00:17:39,280
Speaker 1: Gives all the way all his possessions, signs his clothing

350
00:17:39,280 --> 00:17:42,080
Speaker 1: brand over to his one partner, his other business, which

351
00:17:42,119 --> 00:17:44,800
Speaker 1: was a retail store in Miami called Animal Farm to

352
00:17:44,840 --> 00:17:48,120
Speaker 1: his other partner, and six weeks later or so.

353
00:17:48,200 --> 00:17:51,240
Speaker 2: He's gone. I was like, Okay, I guess I guess

354
00:17:51,240 --> 00:17:52,200
Speaker 2: I'm going back to New York.

355
00:17:53,160 --> 00:17:56,040
Speaker 3: Though his future was uncertain, Brendan's return to New York

356
00:17:56,160 --> 00:17:58,880
Speaker 3: was coming at the perfect time. Another up and coming

357
00:17:58,920 --> 00:18:02,480
Speaker 3: streetwear brand I had just launched in nineteen ninety four,

358
00:18:02,800 --> 00:18:05,840
Speaker 3: and its founder, James Jeba, was looking for some help.

359
00:18:07,480 --> 00:18:08,800
Speaker 2: When I was coming back to New York.

360
00:18:09,040 --> 00:18:11,040
Speaker 1: James at the time had a Stuicye store in Miami

361
00:18:11,440 --> 00:18:15,840
Speaker 1: and his brother was down there, Dan Jeba and Bianca,

362
00:18:15,880 --> 00:18:19,400
Speaker 1: who is now wife, mother of his children, was down there,

363
00:18:19,680 --> 00:18:21,439
Speaker 1: and I guess she told him or somebody told him, oh,

364
00:18:21,440 --> 00:18:22,640
Speaker 1: Brennan's coming back to New York.

365
00:18:23,840 --> 00:18:25,480
Speaker 2: We didn't really know each other. I mean, we might

366
00:18:25,520 --> 00:18:28,000
Speaker 2: have met once or twice. I'd shopped in the store.

367
00:18:28,119 --> 00:18:31,120
Speaker 1: They were buying Pervert from us, so he was like, oh, cool,

368
00:18:31,160 --> 00:18:33,360
Speaker 1: maybe I'll talk to him about coming to Supreme.

369
00:18:34,560 --> 00:18:36,679
Speaker 2: The time, the shop was like multi brand.

370
00:18:36,760 --> 00:18:39,359
Speaker 1: He was doing stuff already, just not a ton of it,

371
00:18:39,440 --> 00:18:41,600
Speaker 1: and it was kind of my job to figure out

372
00:18:42,320 --> 00:18:46,560
Speaker 1: how to do it, find resources to make stuff, use

373
00:18:46,600 --> 00:18:50,520
Speaker 1: his existing resources to get stuff made, just like literally

374
00:18:50,600 --> 00:18:52,639
Speaker 1: helped build it from like the very little bit he

375
00:18:52,640 --> 00:18:55,080
Speaker 1: had done thus far. It was multi brand, but also

376
00:18:55,080 --> 00:18:56,800
Speaker 1: had he had like Supreme T shirts, he had hats,

377
00:18:56,840 --> 00:18:59,120
Speaker 1: had some sweatshirts. He'd had like a Jack Eber too,

378
00:18:59,160 --> 00:18:59,959
Speaker 1: Like he had stuff.

379
00:19:00,240 --> 00:19:00,840
Speaker 2: It was probably like.

380
00:19:00,880 --> 00:19:03,960
Speaker 1: Ninety six at that point or something, and like, you know,

381
00:19:04,000 --> 00:19:05,840
Speaker 1: but he was going to do it one way or

382
00:19:05,840 --> 00:19:06,120
Speaker 1: the other.

383
00:19:06,200 --> 00:19:07,879
Speaker 2: Right, It's James. It was going to get done.

384
00:19:08,000 --> 00:19:09,800
Speaker 1: I just happened to be the guy that like got

385
00:19:09,840 --> 00:19:11,320
Speaker 1: in there at that point and was like, Okay, I

386
00:19:11,359 --> 00:19:13,200
Speaker 1: can help try and figure this out.

387
00:19:15,920 --> 00:19:19,000
Speaker 3: Over the next years, Brendan helped James grow Supreme, but

388
00:19:19,080 --> 00:19:21,520
Speaker 3: the idea of starting his own brand was growing as well.

389
00:19:22,359 --> 00:19:23,720
Speaker 1: I knew I wanted to do my own thing at

390
00:19:23,760 --> 00:19:25,399
Speaker 1: that point. Eventually, I want to do my own thing,

391
00:19:25,480 --> 00:19:27,600
Speaker 1: and I had other things I wanted to do. Right,

392
00:19:27,760 --> 00:19:31,439
Speaker 1: Like Supreme was Supreme. The brand was fairly solid at

393
00:19:31,440 --> 00:19:32,840
Speaker 1: that point, like it was going to be what it

394
00:19:32,920 --> 00:19:35,760
Speaker 1: was going to be. And as someone who grew up

395
00:19:35,960 --> 00:19:38,600
Speaker 1: as a skateboarder and into the things I was into,

396
00:19:39,240 --> 00:19:40,800
Speaker 1: I think at that point I was like I was

397
00:19:40,880 --> 00:19:43,480
Speaker 1: young enough to still be like holding on to like

398
00:19:43,720 --> 00:19:46,159
Speaker 1: the pureness of things, and I was like, ah, this

399
00:19:46,320 --> 00:19:46,880
Speaker 1: is getting.

400
00:19:46,720 --> 00:19:47,399
Speaker 2: Kind of bigger now.

401
00:19:47,680 --> 00:19:50,320
Speaker 1: Tangentially next to that, you have the commercialization of like

402
00:19:51,080 --> 00:19:53,960
Speaker 1: hip hop, like apparel, all the brands that were like

403
00:19:54,200 --> 00:19:56,200
Speaker 1: just going after and it was all looking the same

404
00:19:56,280 --> 00:19:58,600
Speaker 1: to me, and it was all becoming big business, and

405
00:19:58,680 --> 00:20:00,200
Speaker 1: they were all trying to throw a big part. He's

406
00:20:00,200 --> 00:20:02,000
Speaker 1: at trade shows and like to get your attention.

407
00:20:02,119 --> 00:20:02,879
Speaker 2: Whatever. I'm like, this is.

408
00:20:02,960 --> 00:20:04,399
Speaker 1: I didn't sign up with this, So I was like,

409
00:20:04,640 --> 00:20:06,600
Speaker 1: maybe go somewhere else and do something different, And that

410
00:20:06,960 --> 00:20:08,399
Speaker 1: was more or less what I wanted to do with

411
00:20:08,480 --> 00:20:10,440
Speaker 1: Noah was like the opposite of that.

412
00:20:11,040 --> 00:20:13,160
Speaker 2: At the time. It was really based on like going

413
00:20:13,240 --> 00:20:15,800
Speaker 2: back to like how I grew up with, like nautical culture,

414
00:20:16,000 --> 00:20:17,720
Speaker 2: like water and what does that look like.

415
00:20:19,400 --> 00:20:22,000
Speaker 3: Brendan left Supreme to start his own brand based on

416
00:20:22,119 --> 00:20:25,359
Speaker 3: his nautical roots and skateboard culture. But when thinking about

417
00:20:25,359 --> 00:20:27,760
Speaker 3: what to call the brand, there was simply no better

418
00:20:27,880 --> 00:20:28,840
Speaker 3: name than Noah.

419
00:20:29,520 --> 00:20:32,280
Speaker 1: It relates to Noah, like the boat and water and

420
00:20:32,480 --> 00:20:35,680
Speaker 1: just a fair amount of Biblical references and what I do,

421
00:20:35,880 --> 00:20:38,800
Speaker 1: like we definitely go in and out of religious points

422
00:20:38,800 --> 00:20:42,560
Speaker 1: of reference, not because I'm like this religious person, but

423
00:20:42,880 --> 00:20:45,080
Speaker 1: because I did go on a bit of.

424
00:20:45,119 --> 00:20:48,320
Speaker 2: A journey when Don left looking into religions.

425
00:20:48,520 --> 00:20:52,040
Speaker 1: Generally, my best friend left, disappeared, He's gone, He's out

426
00:20:52,040 --> 00:20:52,400
Speaker 1: of my life.

427
00:20:52,400 --> 00:20:55,159
Speaker 2: One of the most influential people in my life is

428
00:20:55,200 --> 00:20:55,960
Speaker 2: now gone. Dude.

429
00:20:56,000 --> 00:20:58,560
Speaker 1: I learned so much from and with Guy, went to

430
00:20:58,600 --> 00:21:01,520
Speaker 1: shows with, you know, learn about music with, skateboarded with,

431
00:21:01,960 --> 00:21:04,720
Speaker 1: did things with is gone, right, So it forced me

432
00:21:04,800 --> 00:21:05,760
Speaker 1: to look at religion and be.

433
00:21:05,800 --> 00:21:06,680
Speaker 2: Like, why is he doing this?

434
00:21:06,880 --> 00:21:09,520
Speaker 1: And I up to that point where I've had no religion.

435
00:21:09,560 --> 00:21:11,720
Speaker 1: I wasn't raised with religion, so I just went into

436
00:21:11,760 --> 00:21:14,440
Speaker 1: this deep dive. I mean I studied the Bible with

437
00:21:14,520 --> 00:21:17,639
Speaker 1: these like rostas in Miami, like in Liberty City. I

438
00:21:17,720 --> 00:21:22,040
Speaker 1: started seeing how religion is essentially just like it's still ongoing, right,

439
00:21:22,200 --> 00:21:26,920
Speaker 1: the power structure and its involvement in warfare. And you know,

440
00:21:27,400 --> 00:21:29,399
Speaker 1: that brought me to like the Knight's Templar, right, like

441
00:21:29,520 --> 00:21:33,000
Speaker 1: secret societies and that's the red cross is the cross

442
00:21:33,000 --> 00:21:37,119
Speaker 1: of the Templars. And what I've discovered was it's funny

443
00:21:37,119 --> 00:21:40,480
Speaker 1: because I was always thinking, like secret societies, they want

444
00:21:40,520 --> 00:21:41,240
Speaker 1: to take over the world.

445
00:21:41,280 --> 00:21:43,439
Speaker 2: The cohoots with the devil and Da da da da da, Right,

446
00:21:43,520 --> 00:21:46,720
Speaker 2: It's like, that's actually not accurate.

447
00:21:47,080 --> 00:21:51,920
Speaker 1: That's church propaganda because secret societies back then were secret

448
00:21:52,080 --> 00:21:54,560
Speaker 1: because these people were sharing ideas that would get them killed.

449
00:21:54,960 --> 00:21:58,679
Speaker 1: The church would be like, that's heretical. You're burning at

450
00:21:58,720 --> 00:22:01,639
Speaker 1: the stake or you're hanging or THROWNI and a prison

451
00:22:01,720 --> 00:22:02,240
Speaker 1: cell forever.

452
00:22:02,680 --> 00:22:04,000
Speaker 2: So like that's why they were secret.

453
00:22:04,200 --> 00:22:07,560
Speaker 1: They were actually the enlightened people, right, like shepherding and

454
00:22:07,640 --> 00:22:10,560
Speaker 1: new ideas. But that's how that's where Noah came from

455
00:22:10,720 --> 00:22:13,520
Speaker 1: and Lacross and I also discovered the Knights Templar I

456
00:22:13,560 --> 00:22:14,440
Speaker 1: had like the largest.

457
00:22:14,240 --> 00:22:16,320
Speaker 2: Naval fleet in the world. One thing we do know

458
00:22:16,480 --> 00:22:18,919
Speaker 2: is that they had ships and they fled, not all

459
00:22:18,920 --> 00:22:20,639
Speaker 2: of them. A lot of them were capturingly killed, but.

460
00:22:21,000 --> 00:22:24,200
Speaker 1: Some of them fled and escaped and you know, essentially

461
00:22:24,320 --> 00:22:26,880
Speaker 1: became aulas and pirates, which.

462
00:22:26,720 --> 00:22:28,399
Speaker 2: Is another theme I've always been interested in.

463
00:22:28,480 --> 00:22:30,159
Speaker 1: So I'm able to track all these things I've been

464
00:22:30,200 --> 00:22:33,280
Speaker 1: interested in where they actually they overlap.

465
00:22:40,600 --> 00:22:43,760
Speaker 3: After years of helping other designers build their brands, Brendan

466
00:22:43,840 --> 00:22:46,400
Speaker 3: finally had a label of his own. But the challenges

467
00:22:46,440 --> 00:22:48,760
Speaker 3: that come with running your own small business were not few,

468
00:22:49,160 --> 00:22:51,000
Speaker 3: and Brenda was not yet equipped to keep up.

469
00:22:52,800 --> 00:22:55,080
Speaker 5: He failed the first time around, not because it wasn't

470
00:22:55,119 --> 00:22:57,680
Speaker 5: critically acclaimed or that people didn't want it, but just

471
00:22:58,240 --> 00:23:00,880
Speaker 5: the business structure that you need to have and support

472
00:23:01,000 --> 00:23:04,200
Speaker 5: that he just didn't really have the bandwidth or he

473
00:23:04,359 --> 00:23:06,320
Speaker 5: wasn't ready for that at that time. Like he was

474
00:23:06,359 --> 00:23:08,720
Speaker 5: getting all kind of crazy orders and couldn't keep up

475
00:23:08,760 --> 00:23:11,680
Speaker 5: with the orders and then you know, not delivering on time,

476
00:23:11,800 --> 00:23:14,320
Speaker 5: and it just all became a little bit much, and

477
00:23:14,480 --> 00:23:17,000
Speaker 5: so he shut it down, put it on hold. But

478
00:23:17,080 --> 00:23:19,000
Speaker 5: in his head, he was like, and we'll do it again.

479
00:23:19,080 --> 00:23:19,440
Speaker 2: One day.

480
00:23:22,600 --> 00:23:25,240
Speaker 3: After just a couple of years, Brenda decided to shut

481
00:23:25,280 --> 00:23:27,960
Speaker 3: Heer Noah and to return to Supreme. But his second

482
00:23:28,000 --> 00:23:30,000
Speaker 3: stint at Supreme would be much different than the first.

483
00:23:30,440 --> 00:23:34,080
Speaker 3: Working with other like minded creatives, Brendan was reinvigorated, and

484
00:23:34,200 --> 00:23:36,560
Speaker 3: over the next decade, Supreme would become a well oiled

485
00:23:36,640 --> 00:23:39,640
Speaker 3: machine and make claim as the most popular streetwear brand

486
00:23:39,680 --> 00:23:40,120
Speaker 3: in the world.

487
00:23:41,320 --> 00:23:43,400
Speaker 1: When I went back, it was really fun for a while.

488
00:23:43,520 --> 00:23:45,560
Speaker 1: It's like incredible, we were able to put together good

489
00:23:45,560 --> 00:23:48,879
Speaker 1: team of people. Was really booming and you know, it's

490
00:23:48,920 --> 00:23:51,840
Speaker 1: getting really popular. But it was still not like mainstream

491
00:23:51,840 --> 00:23:54,320
Speaker 1: style popular. It's just like the right people knew. Still,

492
00:23:54,480 --> 00:23:57,040
Speaker 1: it was incredible. There was like a good run where

493
00:23:57,040 --> 00:23:59,880
Speaker 1: it's just like we made great stuff. Stores were open,

494
00:24:00,600 --> 00:24:03,320
Speaker 1: like it was this cool going to Paris all the time,

495
00:24:03,440 --> 00:24:05,159
Speaker 1: and you know, we would as a team, we'd go

496
00:24:05,240 --> 00:24:07,560
Speaker 1: to Tokyo a couple of times a year and like

497
00:24:07,760 --> 00:24:10,560
Speaker 1: invented shopping, catch up with the you know, the supreme

498
00:24:10,600 --> 00:24:11,280
Speaker 1: people over there.

499
00:24:11,400 --> 00:24:12,600
Speaker 2: It was just a really good time.

500
00:24:15,600 --> 00:24:17,760
Speaker 3: While traveling the world and running around New York as

501
00:24:17,840 --> 00:24:20,240
Speaker 3: creative director for one of the hottest brands out, it

502
00:24:20,359 --> 00:24:22,560
Speaker 3: was only a matter of time before Brendan would cross

503
00:24:22,640 --> 00:24:23,440
Speaker 3: paths with his dell.

504
00:24:24,840 --> 00:24:29,080
Speaker 5: My friend Beth Bokett Gibbs. She was married to Chris Gibbs.

505
00:24:29,200 --> 00:24:32,320
Speaker 5: They have union and they moved to la and you know,

506
00:24:32,440 --> 00:24:34,920
Speaker 5: that's best like family to me. She was always trying

507
00:24:34,960 --> 00:24:36,480
Speaker 5: to like hook me up, and I'm like, I don't

508
00:24:36,480 --> 00:24:38,240
Speaker 5: want to be hooked up. But she's like, Okay, well

509
00:24:38,280 --> 00:24:40,520
Speaker 5: I'm coming to New York. We're working on this little

510
00:24:40,840 --> 00:24:43,280
Speaker 5: fashion film. We'd love you to like art direct it.

511
00:24:43,359 --> 00:24:46,440
Speaker 5: I'm styling it. This is the concept. Let's work together

512
00:24:46,560 --> 00:24:48,840
Speaker 5: on this little film. And it was just a fun

513
00:24:49,000 --> 00:24:50,800
Speaker 5: kind of art project. It was like, okay, cool.

514
00:24:51,320 --> 00:24:55,119
Speaker 1: My friend Jake Davis, who was filmmaker, He's like, oh,

515
00:24:55,160 --> 00:24:57,439
Speaker 1: you should come out. Beth's in town working on her

516
00:24:57,480 --> 00:25:00,320
Speaker 1: project together Mont we all go have a drink whatever.

517
00:25:00,480 --> 00:25:02,600
Speaker 1: Like the way they tell it now is like that

518
00:25:02,680 --> 00:25:04,520
Speaker 1: they kind of planned it. I don't know if that's

519
00:25:04,560 --> 00:25:06,440
Speaker 1: accurate or not, but like that's the way they tell it.

520
00:25:07,160 --> 00:25:09,879
Speaker 5: So me, Beth, and Jay grew all chatting, and then

521
00:25:10,000 --> 00:25:12,639
Speaker 5: Beth and Jake were like, we should introduce a Stelle

522
00:25:12,720 --> 00:25:15,880
Speaker 5: to Brendan. And at the time Brendan was the crave

523
00:25:15,960 --> 00:25:18,360
Speaker 5: director at Supreme. I was like sure. I mean, I'm

524
00:25:18,359 --> 00:25:19,800
Speaker 5: sure it should be fun. I was like, but I'm

525
00:25:19,800 --> 00:25:22,960
Speaker 5: not interested. Please don't try to hook me up. That's

526
00:25:23,040 --> 00:25:26,240
Speaker 5: not my style. Like, I just wasn't in the into

527
00:25:26,320 --> 00:25:29,240
Speaker 5: the idea of being hooked up. But then we did

528
00:25:29,280 --> 00:25:32,119
Speaker 5: all meet friendly in a way, all of us together,

529
00:25:32,240 --> 00:25:35,200
Speaker 5: and Brendan and I just, I don't know, we just

530
00:25:35,280 --> 00:25:37,160
Speaker 5: kind of locked eyes for that moment, and I think

531
00:25:37,320 --> 00:25:41,480
Speaker 5: in that exact moment it's like I knew, but I

532
00:25:41,640 --> 00:25:43,760
Speaker 5: put the idea to the very very back of my

533
00:25:43,840 --> 00:25:47,000
Speaker 5: mind because in my mind that he wasn't my type.

534
00:25:47,400 --> 00:25:50,240
Speaker 2: Yeah, we met went to Peasant just like next to

535
00:25:50,320 --> 00:25:50,840
Speaker 2: every day.

536
00:25:51,119 --> 00:25:53,480
Speaker 1: They have a win wine bard downstairs was really cool

537
00:25:53,480 --> 00:25:55,280
Speaker 1: and it's like a cold, snowy night.

538
00:25:55,400 --> 00:25:58,600
Speaker 2: It was just like tiny little room just hanging out.

539
00:25:59,080 --> 00:26:00,560
Speaker 2: It was fun cool.

540
00:26:01,280 --> 00:26:04,399
Speaker 5: I just just didn't like this idea of being hooked

541
00:26:04,480 --> 00:26:06,720
Speaker 5: up period, and then yeah, I just put that to

542
00:26:06,720 --> 00:26:08,080
Speaker 5: the back of my mind. But I was like, you're

543
00:26:08,080 --> 00:26:09,480
Speaker 5: gonna be my best friend. I want to know you,

544
00:26:09,560 --> 00:26:11,960
Speaker 5: I want to hang out with you. And then we

545
00:26:12,119 --> 00:26:16,000
Speaker 5: started hanging out and we became like super super close,

546
00:26:16,080 --> 00:26:17,960
Speaker 5: like I wanted to be with him every single day,

547
00:26:18,359 --> 00:26:20,560
Speaker 5: but like, this isn't a date. We're not dating. We're

548
00:26:20,680 --> 00:26:22,800
Speaker 5: just good friends. And then eventually it was like, look,

549
00:26:23,200 --> 00:26:25,159
Speaker 5: either are we going to start dating or I'm going

550
00:26:25,200 --> 00:26:27,399
Speaker 5: to start dating somebody else. I was like, okay, I

551
00:26:27,520 --> 00:26:29,320
Speaker 5: date somebody else, and then he dated somebody else. I

552
00:26:29,400 --> 00:26:31,960
Speaker 5: was like, oh, I don't like that one of what

553
00:26:32,119 --> 00:26:35,960
Speaker 5: you're doing. It doesn't work out. And then you know,

554
00:26:36,200 --> 00:26:39,680
Speaker 5: a month later, I'm like completely in love and I'd

555
00:26:39,720 --> 00:26:42,520
Speaker 5: gotten over myself and these silly ideas of what I

556
00:26:42,600 --> 00:26:45,160
Speaker 5: thought I will need to be with because I guess

557
00:26:45,200 --> 00:26:48,119
Speaker 5: we just kind of knew our dreams were aligned, we

558
00:26:48,200 --> 00:26:51,040
Speaker 5: were interested in the same things, We had the same principles.

559
00:26:51,480 --> 00:26:54,040
Speaker 5: At that time, he was you know, working his ass

560
00:26:54,119 --> 00:26:58,359
Speaker 5: off at Supreme, but still like very humbly, and the

561
00:26:58,480 --> 00:27:01,600
Speaker 5: designs and stuff of Supreme are really reflective of Brendan's

562
00:27:01,760 --> 00:27:02,760
Speaker 5: life growing up.

563
00:27:04,440 --> 00:27:07,440
Speaker 3: Brendan and Estelle were in love, but a decade into

564
00:27:07,520 --> 00:27:10,200
Speaker 3: his second stint at Supreme, Brendan was falling out of

565
00:27:10,280 --> 00:27:12,479
Speaker 3: love with the brand and felt his time at Supreme

566
00:27:12,600 --> 00:27:13,400
Speaker 3: was coming to an end.

567
00:27:18,600 --> 00:27:20,280
Speaker 1: At that point, I was a lot older, had a

568
00:27:20,320 --> 00:27:23,560
Speaker 1: lot more experience, at a much clearer vision of what

569
00:27:23,640 --> 00:27:27,600
Speaker 1: I wanted to do. The world had changed dramatically right

570
00:27:28,200 --> 00:27:31,480
Speaker 1: now we have the Internet and websites and social media,

571
00:27:31,920 --> 00:27:35,120
Speaker 1: and also, quite frankly, what I viewed as a need

572
00:27:35,520 --> 00:27:39,320
Speaker 1: for someone to emerge out of the space that I'd.

573
00:27:39,119 --> 00:27:42,040
Speaker 2: Been living in, which I don't even know how to

574
00:27:42,080 --> 00:27:44,680
Speaker 2: define it anymore, like is it streetwears it skateboarding? Like

575
00:27:44,920 --> 00:27:45,280
Speaker 2: what is it?

576
00:27:45,440 --> 00:27:47,560
Speaker 1: But I just felt like somebody needs to like be

577
00:27:47,800 --> 00:27:50,040
Speaker 1: I don't want to say better, because that implies that

578
00:27:50,240 --> 00:27:52,480
Speaker 1: like we think we're better than others, like but like

579
00:27:52,840 --> 00:27:57,280
Speaker 1: a better, more responsible business structure, but still speaking to

580
00:27:57,440 --> 00:28:00,159
Speaker 1: like fun and interesting things. But a big part of

581
00:28:00,200 --> 00:28:02,440
Speaker 1: that was the product. I just wanted to make really

582
00:28:02,520 --> 00:28:04,200
Speaker 1: great product. It's not that we want to make a

583
00:28:04,240 --> 00:28:07,479
Speaker 1: great product in Supreme. It's just a different type of product, right.

584
00:28:07,600 --> 00:28:09,840
Speaker 1: It's great for a certain audience.

585
00:28:09,520 --> 00:28:10,400
Speaker 2: And a certain thing.

586
00:28:11,280 --> 00:28:13,120
Speaker 5: I mean, it still is cool, but it was really

587
00:28:13,760 --> 00:28:18,200
Speaker 5: at that moment when the hype was serious, which was

588
00:28:18,280 --> 00:28:22,600
Speaker 5: also a little concerning because it's like shopping became the sport,

589
00:28:23,200 --> 00:28:25,560
Speaker 5: you know. It wasn't about what you do in this stuff.

590
00:28:25,600 --> 00:28:28,639
Speaker 5: It wasn't about like street culture. It was about like

591
00:28:29,400 --> 00:28:32,119
Speaker 5: flexing and having stuff just for the sake of having it,

592
00:28:32,440 --> 00:28:36,000
Speaker 5: and people seriously lining up. And I guess Brendan was

593
00:28:36,000 --> 00:28:39,280
Speaker 5: a little disheartened by some of that. And also we

594
00:28:39,440 --> 00:28:43,440
Speaker 5: just started having mixed feelings about putting guns on shirts

595
00:28:43,480 --> 00:28:45,280
Speaker 5: and stuff, you know, like there was all these mass

596
00:28:45,280 --> 00:28:50,120
Speaker 5: shootings happening, and starting thinking about how things are made

597
00:28:50,160 --> 00:28:53,320
Speaker 5: and where things are made, and what do we want

598
00:28:53,360 --> 00:28:55,800
Speaker 5: our legacy to be and what do we want to

599
00:28:55,800 --> 00:28:57,920
Speaker 5: support and what that means.

600
00:28:58,160 --> 00:29:00,840
Speaker 2: I wanted to use better material. I just wanted to

601
00:29:00,920 --> 00:29:02,400
Speaker 2: do it differently. I didn't want to make clothes in

602
00:29:02,440 --> 00:29:04,480
Speaker 2: Asia anymore. That was a problem for me.

603
00:29:04,800 --> 00:29:07,920
Speaker 1: So Noah gave me the opportunity to use the best

604
00:29:07,960 --> 00:29:10,880
Speaker 1: materials I could see in the world. You know, Italian mills,

605
00:29:10,920 --> 00:29:14,320
Speaker 1: English mills. We just use the best stuff basically, And

606
00:29:14,440 --> 00:29:16,280
Speaker 1: for me, a garment is the clod. But you can

607
00:29:16,320 --> 00:29:18,880
Speaker 1: buy a cheap garment that's got cheap cloth. In a

608
00:29:18,960 --> 00:29:20,440
Speaker 1: year from now, it's going to be like a dish

609
00:29:20,520 --> 00:29:22,600
Speaker 1: rag or whatever, you know. Like I want things that

610
00:29:22,760 --> 00:29:24,440
Speaker 1: last a really long time. And I think that's how

611
00:29:24,480 --> 00:29:26,920
Speaker 1: everybody should function. If we're going to like stop the

612
00:29:27,040 --> 00:29:32,600
Speaker 1: kind of like overproduction and overuse and destruction of resources, basically,

613
00:29:32,840 --> 00:29:36,200
Speaker 1: we need to like pull it back. I'm not an extremist.

614
00:29:36,360 --> 00:29:38,240
Speaker 1: I'm not like, yo, that's a living caves. That's not

615
00:29:38,360 --> 00:29:40,160
Speaker 1: my style at all, but I do think that we

616
00:29:40,280 --> 00:29:42,960
Speaker 1: overdo it. For me, it's like keep it longer, you know.

617
00:29:43,280 --> 00:29:47,840
Speaker 1: And in capitalism that's controversial, right because it's like capitalism

618
00:29:47,960 --> 00:29:50,600
Speaker 1: is like no man, like go make as much money

619
00:29:50,600 --> 00:29:52,720
Speaker 1: as you can, Like why would you leave any money

620
00:29:52,760 --> 00:29:54,760
Speaker 1: on the table, like you're supposed to like build, build,

621
00:29:54,800 --> 00:29:55,520
Speaker 1: build build build.

622
00:29:56,520 --> 00:29:57,120
Speaker 2: It's absurd.

623
00:29:57,360 --> 00:29:59,080
Speaker 1: We take these great ideas and then we kind of

624
00:29:59,160 --> 00:30:01,680
Speaker 1: like beaten and I can't speak for others, but like

625
00:30:01,760 --> 00:30:06,920
Speaker 1: for me, making the most money possible wasn't and isn't necessary. Yeah,

626
00:30:06,920 --> 00:30:08,240
Speaker 1: I want to be comfortable. I want to take care

627
00:30:08,280 --> 00:30:10,040
Speaker 1: of my family. I want them to have a future,

628
00:30:10,280 --> 00:30:11,840
Speaker 1: you know, I want to all be good.

629
00:30:12,240 --> 00:30:14,840
Speaker 2: But how much do you need? You can have tons

630
00:30:14,880 --> 00:30:17,280
Speaker 2: of money and still be miserable. So like that was

631
00:30:17,400 --> 00:30:18,600
Speaker 2: what I was going through at the time.

632
00:30:18,680 --> 00:30:21,080
Speaker 1: It's like kind of like reckoning this understanding of like

633
00:30:21,600 --> 00:30:23,240
Speaker 1: no amount of money is going to make me happy.

634
00:30:23,280 --> 00:30:26,600
Speaker 1: If I'm doing things I don't love, I'm not contributing

635
00:30:26,640 --> 00:30:27,640
Speaker 1: the way I think I should be.

636
00:30:27,880 --> 00:30:30,160
Speaker 2: And you can't. You can't run away from that, you know,

637
00:30:30,320 --> 00:30:32,280
Speaker 2: Like once you know it, you know it. And I

638
00:30:32,360 --> 00:30:33,680
Speaker 2: knew it. So I was like, I need to go

639
00:30:33,760 --> 00:30:34,480
Speaker 2: do something else.

640
00:30:36,760 --> 00:30:39,240
Speaker 3: As Brendan thought more about his future and the legacy

641
00:30:39,280 --> 00:30:41,120
Speaker 3: that he wished to leave, it led him back to

642
00:30:41,240 --> 00:30:42,960
Speaker 3: his roots and back to no one.

643
00:30:49,680 --> 00:30:51,480
Speaker 5: It was like, I will do it again one day,

644
00:30:51,560 --> 00:30:54,560
Speaker 5: and I think just me coming along and was like, yes,

645
00:30:54,680 --> 00:30:56,800
Speaker 5: now is the time, like we have we need to

646
00:30:56,880 --> 00:30:59,040
Speaker 5: do this and let's start doing it now. And it

647
00:30:59,080 --> 00:31:01,480
Speaker 5: do happen right away. Working on it for a couple

648
00:31:01,480 --> 00:31:04,360
Speaker 5: of years, before like several years actually, like we launched

649
00:31:04,440 --> 00:31:06,800
Speaker 5: it at the same time as like when after we

650
00:31:06,920 --> 00:31:09,520
Speaker 5: were married, we kind of we had our baby Sailor,

651
00:31:09,920 --> 00:31:12,000
Speaker 5: and that's seven and a half years ago, and we

652
00:31:12,200 --> 00:31:14,880
Speaker 5: opened up our pop up shop at the same time

653
00:31:14,960 --> 00:31:18,000
Speaker 5: in twenty fifteen, so you know, and if we met

654
00:31:18,120 --> 00:31:20,640
Speaker 5: in I guess three or four years before that, we

655
00:31:20,720 --> 00:31:23,720
Speaker 5: were just working on it that whole time, just you know,

656
00:31:23,880 --> 00:31:25,640
Speaker 5: doing all the things that you need to do and

657
00:31:26,320 --> 00:31:29,640
Speaker 5: really not just the structure, like finding the lawyers and

658
00:31:29,760 --> 00:31:32,120
Speaker 5: writing a business plan and you know, it's like setting

659
00:31:32,200 --> 00:31:34,760
Speaker 5: up the LLC. And but also it's like what do

660
00:31:34,880 --> 00:31:38,120
Speaker 5: we want to create here, to create like a heritage brand,

661
00:31:38,160 --> 00:31:40,600
Speaker 5: and how do we want to start a brand and

662
00:31:40,720 --> 00:31:45,240
Speaker 5: a business that is purpose driven and meaningful and not

663
00:31:45,560 --> 00:31:48,160
Speaker 5: just for the hype, you know, or not just to

664
00:31:48,320 --> 00:31:50,760
Speaker 5: put more products into the world, because we're getting a

665
00:31:50,800 --> 00:31:55,960
Speaker 5: little bit disenchanted by just consumerism and hype, but still

666
00:31:56,000 --> 00:32:00,120
Speaker 5: being able to put out cool, interesting quality products that

667
00:32:00,680 --> 00:32:05,840
Speaker 5: have value, have meaning, have referenced, have good style, good quality,

668
00:32:06,280 --> 00:32:10,560
Speaker 5: but a maid really responsibly and also what does it

669
00:32:10,720 --> 00:32:12,400
Speaker 5: mean to have a brand and to have a shop

670
00:32:12,480 --> 00:32:15,920
Speaker 5: and a community space and create that experience. So it

671
00:32:16,000 --> 00:32:19,160
Speaker 5: was really fun because I had my ideas and obviously

672
00:32:19,240 --> 00:32:21,880
Speaker 5: Brendan has all of his ideas, and it's rooted in

673
00:32:22,520 --> 00:32:26,760
Speaker 5: what the general design direction was of Noah from the beginning,

674
00:32:27,080 --> 00:32:30,680
Speaker 5: and then sort of just merging these concepts together to

675
00:32:30,920 --> 00:32:33,680
Speaker 5: sort of give birth to Noah again.

676
00:32:34,640 --> 00:32:37,280
Speaker 3: Brendan left Supreme for a second time and went all

677
00:32:37,360 --> 00:32:39,800
Speaker 3: in on a second attempt at Noah, but this time

678
00:32:40,120 --> 00:32:42,760
Speaker 3: he now had an extra ten years of experience, a

679
00:32:42,880 --> 00:32:45,520
Speaker 3: focused vision for what the brand would represent, and the

680
00:32:45,560 --> 00:32:47,960
Speaker 3: support of his wife, Estelle, who had her own point

681
00:32:48,000 --> 00:32:50,360
Speaker 3: of view and her own entrepreneurial experience.

682
00:32:51,720 --> 00:32:54,960
Speaker 5: I was never used to having like a steady job

683
00:32:55,040 --> 00:32:58,800
Speaker 5: with a steady income. Sometimes I was had great money,

684
00:32:58,880 --> 00:33:01,040
Speaker 5: other times like shit, am I going to pay my rent?

685
00:33:01,360 --> 00:33:04,560
Speaker 5: So I wasn't afraid. And actually my family life growing

686
00:33:04,640 --> 00:33:06,160
Speaker 5: up was kind of like that too, Like we went

687
00:33:06,240 --> 00:33:08,760
Speaker 5: through a recession. I remember at one point I felt

688
00:33:08,840 --> 00:33:10,720
Speaker 5: like we're not wealthy, but I was like, oh, this

689
00:33:10,880 --> 00:33:13,320
Speaker 5: is good, Like we're shopping at Harrod's and getting ice cream,

690
00:33:13,360 --> 00:33:15,080
Speaker 5: and then two years later we're like, oh shit, we

691
00:33:15,160 --> 00:33:16,959
Speaker 5: have to sell our house and move into a rental.

692
00:33:17,040 --> 00:33:20,200
Speaker 5: And you know, I'd been through these extremes up and downs,

693
00:33:20,200 --> 00:33:24,400
Speaker 5: and then I moved here by myself, an illegal immigrant essentially,

694
00:33:24,480 --> 00:33:26,640
Speaker 5: so I wasn't afraid of taking risks and I don't

695
00:33:26,680 --> 00:33:30,960
Speaker 5: really have that anxiety of that or that I don't

696
00:33:31,040 --> 00:33:33,880
Speaker 5: sit in that comfort zone. I was like down for whatever.

697
00:33:33,960 --> 00:33:36,840
Speaker 5: I was like, okay, cool, Like you're talented. I'm talented.

698
00:33:37,360 --> 00:33:39,920
Speaker 5: We have nothing to lose, I guess a little bit

699
00:33:40,040 --> 00:33:43,320
Speaker 5: naive everything to gain. I was also kind of a

700
00:33:43,320 --> 00:33:47,440
Speaker 5: bit younger than Brendan, so I was just like, you're amazing,

701
00:33:47,520 --> 00:33:49,800
Speaker 5: Like we've got to do this, Like what let's do it.

702
00:33:52,920 --> 00:33:55,400
Speaker 3: Brendan and Estelle had a new vision for Noah, but

703
00:33:55,520 --> 00:33:57,840
Speaker 3: instead of building the brand out of their own pockets,

704
00:33:58,080 --> 00:33:59,920
Speaker 3: they put together a business plan and went looking for

705
00:34:00,000 --> 00:34:02,120
Speaker 3: our investors so that they could start with some capital.

706
00:34:02,760 --> 00:34:04,600
Speaker 5: We had a business plan that was good, and we

707
00:34:04,760 --> 00:34:08,719
Speaker 5: raised enough money to open the shop and build the website.

708
00:34:09,239 --> 00:34:11,919
Speaker 5: We raised a few hundred thousand, like less than a million,

709
00:34:12,000 --> 00:34:14,200
Speaker 5: like seven hundred thousand dollars, so not even that much,

710
00:34:14,360 --> 00:34:16,640
Speaker 5: which was great. We had a really solid business plan.

711
00:34:16,719 --> 00:34:18,680
Speaker 5: We didn't even give up that much of a percentage

712
00:34:18,840 --> 00:34:22,720
Speaker 5: to raise that much money. So it was good because

713
00:34:22,880 --> 00:34:25,400
Speaker 5: ultimately we still we only gave up I think like

714
00:34:25,760 --> 00:34:28,280
Speaker 5: seven percent or something of our business at that point,

715
00:34:28,800 --> 00:34:32,239
Speaker 5: which is pretty incredible. But that is because Brennan came

716
00:34:32,280 --> 00:34:34,440
Speaker 5: from Supreme and people had trust in him and that

717
00:34:34,520 --> 00:34:37,759
Speaker 5: he would be able to design clothes that people would want.

718
00:34:38,120 --> 00:34:40,880
Speaker 5: And also we were very resourceful with that money at

719
00:34:40,960 --> 00:34:43,080
Speaker 5: that time to be able to sort of do all

720
00:34:43,120 --> 00:34:44,759
Speaker 5: the things that we did with our small team. We

721
00:34:44,840 --> 00:34:47,600
Speaker 5: started with our office in our house and then we

722
00:34:47,719 --> 00:34:49,880
Speaker 5: opened the shop and our office was in the basement

723
00:34:49,920 --> 00:34:50,399
Speaker 5: of the shop.

724
00:34:51,920 --> 00:34:54,760
Speaker 3: With funding in hand, Brendan and Estelle went about building

725
00:34:54,800 --> 00:34:58,680
Speaker 3: the business of Noah based on one key word, responsibility.

726
00:35:00,360 --> 00:35:04,840
Speaker 1: Then obviously business of the brand was also important to

727
00:35:05,040 --> 00:35:07,560
Speaker 1: like build a different type of business.

728
00:35:07,840 --> 00:35:09,440
Speaker 2: The first time, I wasn't thinking that way. I was

729
00:35:09,480 --> 00:35:11,719
Speaker 2: too young. It wasn't there yet. I had all these

730
00:35:11,760 --> 00:35:14,600
Speaker 2: seeds of like caring about the world and the environment

731
00:35:14,680 --> 00:35:16,839
Speaker 2: and this and that whatever, but like I wasn't old

732
00:35:16,920 --> 00:35:19,040
Speaker 2: enough or smart enough to figure out what it all meant.

733
00:35:19,160 --> 00:35:22,920
Speaker 1: Yet. It wasn't until I relaunched Noah that like we

734
00:35:23,040 --> 00:35:25,360
Speaker 1: figured out, you know, some when I were together, we

735
00:35:25,440 --> 00:35:27,799
Speaker 1: were having a child, and it was like I just need.

736
00:35:27,719 --> 00:35:31,000
Speaker 6: To do a business that does something good, it gives back,

737
00:35:31,960 --> 00:35:34,120
Speaker 6: not just in one way but multiple ways, Like and

738
00:35:34,200 --> 00:35:35,680
Speaker 6: that was it. It was like the only way we

739
00:35:35,760 --> 00:35:37,480
Speaker 6: go forward in this world, like having a child and

740
00:35:37,520 --> 00:35:40,279
Speaker 6: feeling good about ourselves is like we start building something

741
00:35:40,320 --> 00:35:42,319
Speaker 6: that we feel like eventually at least would be part

742
00:35:42,320 --> 00:35:47,600
Speaker 6: of the solution, part of the problem. The fundamental belief was,

743
00:35:48,200 --> 00:35:52,640
Speaker 6: forget sustainability, just use the word responsible. Make responsible decisions

744
00:35:52,680 --> 00:35:54,839
Speaker 6: as a business that you can feel good about if.

745
00:35:54,760 --> 00:35:57,160
Speaker 2: You do that, that's like phase one, Right, We're not

746
00:35:57,280 --> 00:35:59,320
Speaker 2: developing new cloths. We're not heavy going it, like I

747
00:35:59,360 --> 00:36:01,440
Speaker 2: can't invent to new fabric, I don't have R and

748
00:36:01,520 --> 00:36:03,600
Speaker 2: D teams being like we need to replace whatever, so

749
00:36:03,680 --> 00:36:05,239
Speaker 2: we have to rely on the industry to do it.

750
00:36:05,280 --> 00:36:08,600
Speaker 2: And then we try and become early adopters of things.

751
00:36:08,920 --> 00:36:11,320
Speaker 1: But our fundamental belief is like make a great product,

752
00:36:11,560 --> 00:36:15,720
Speaker 1: educate people about wearing products longer, keeping products longer, focusing

753
00:36:15,880 --> 00:36:18,040
Speaker 1: on their own interior.

754
00:36:17,640 --> 00:36:20,560
Speaker 2: Belief structure, like what are you about? Who are you

755
00:36:20,640 --> 00:36:23,680
Speaker 2: as an individual? Forget the shit we show you on Instagram?

756
00:36:24,080 --> 00:36:26,680
Speaker 1: Forget like the trend of this or that whatever, Like

757
00:36:27,080 --> 00:36:32,360
Speaker 1: that shit is corruptive corruptive, corruptive, corruptor. It does have

758
00:36:32,760 --> 00:36:35,840
Speaker 1: power over people. It's crazy how powerful that stuff is.

759
00:36:36,320 --> 00:36:38,080
Speaker 1: But we're you know, we were like, we'll just no

760
00:36:38,160 --> 00:36:41,200
Speaker 1: great shit and encourage people to look at it from

761
00:36:41,239 --> 00:36:43,680
Speaker 1: their own lens and use it how they want to

762
00:36:43,760 --> 00:36:45,600
Speaker 1: use it. It just goes back to being a kid

763
00:36:45,640 --> 00:36:48,160
Speaker 1: again and being an individual and being into what you're

764
00:36:48,200 --> 00:36:50,720
Speaker 1: into organically and letting that be the thing, as opposed

765
00:36:50,760 --> 00:36:53,880
Speaker 1: to trying to fit in with the thing that's happening.

766
00:36:57,000 --> 00:36:59,600
Speaker 4: In twenty fifteen, Noah officially relaunched.

767
00:37:00,000 --> 00:37:01,680
Speaker 3: As the brand started to make a name for itself

768
00:37:01,719 --> 00:37:03,920
Speaker 3: in the streets of New York, it would eventually land

769
00:37:03,960 --> 00:37:06,160
Speaker 3: on the radar of another soon to be important part

770
00:37:06,239 --> 00:37:07,080
Speaker 3: of the Noah team.

771
00:37:09,080 --> 00:37:11,400
Speaker 7: I grew up in Bellport, Long Island, so it's like

772
00:37:11,440 --> 00:37:14,840
Speaker 7: a coastal on the Great South Bay right by Fire Island.

773
00:37:15,840 --> 00:37:18,160
Speaker 4: This is Johnny Knapp, director of Energy at.

774
00:37:18,080 --> 00:37:20,399
Speaker 7: Noah Brendon and I we have I mean, we came

775
00:37:20,480 --> 00:37:23,560
Speaker 7: from a very very similar place. Like the Great South

776
00:37:23,600 --> 00:37:26,279
Speaker 7: Bay is kind of like the major waterway that kind

777
00:37:26,320 --> 00:37:28,640
Speaker 7: of like all life is kind of centralized around and

778
00:37:29,000 --> 00:37:33,440
Speaker 7: especially if you're like coastal like we were when I

779
00:37:33,560 --> 00:37:36,839
Speaker 7: graduated school was I graduated in two thousand and seven,

780
00:37:37,320 --> 00:37:38,760
Speaker 7: we saw that recession happening.

781
00:37:39,560 --> 00:37:42,960
Speaker 2: So the town that I'm from was pretty much like

782
00:37:43,040 --> 00:37:43,640
Speaker 2: a ghost.

783
00:37:43,400 --> 00:37:45,759
Speaker 7: Town during that recession, like there was a lot of vacancies,

784
00:37:45,840 --> 00:37:49,439
Speaker 7: and some friends and I we started a shop called

785
00:37:49,600 --> 00:37:53,000
Speaker 7: Corner Store Collective pretty much this store that was like

786
00:37:53,120 --> 00:37:55,759
Speaker 7: on the four corners. It originally started as we got

787
00:37:55,800 --> 00:37:58,200
Speaker 7: in touch with the landlord and we were like, hey,

788
00:37:58,320 --> 00:38:00,920
Speaker 7: it's kind of like an eyesore to have like one

789
00:38:00,960 --> 00:38:03,400
Speaker 7: of this beautiful buildings in town kind of vacant, Like

790
00:38:03,440 --> 00:38:05,640
Speaker 7: why don't we do like a little window installation for

791
00:38:05,800 --> 00:38:09,279
Speaker 7: you and take it from there. So overnight, we hold

792
00:38:09,320 --> 00:38:12,160
Speaker 7: what we can from like barns and addicts and basements,

793
00:38:12,320 --> 00:38:15,440
Speaker 7: and we created this whole like summer display kind of

794
00:38:15,600 --> 00:38:17,960
Speaker 7: an homage to the town. We got a lot of

795
00:38:18,000 --> 00:38:21,080
Speaker 7: positive feedback from that, and the landlord was kind of like, oh,

796
00:38:21,120 --> 00:38:23,200
Speaker 7: why don't you just like hop in and like do

797
00:38:23,360 --> 00:38:25,560
Speaker 7: a store here for the summer. So we were kind

798
00:38:25,560 --> 00:38:28,840
Speaker 7: of very you know inspired. There was this very like

799
00:38:29,320 --> 00:38:32,839
Speaker 7: kind of collective like bringing all sorts of walks of life,

800
00:38:32,960 --> 00:38:34,759
Speaker 7: like all this mixed bag and like you put him

801
00:38:34,800 --> 00:38:36,720
Speaker 7: onto one roof and kind of like see what happens

802
00:38:36,760 --> 00:38:39,600
Speaker 7: from there, and we were super successful. We had like

803
00:38:39,680 --> 00:38:42,480
Speaker 7: a print story in Vanity Fair, New York Times, did

804
00:38:42,520 --> 00:38:43,240
Speaker 7: something online.

805
00:38:44,360 --> 00:38:46,640
Speaker 3: The Corner Store Collective was a hit, and it taught

806
00:38:46,680 --> 00:38:49,200
Speaker 3: Johnny valuable lessons that would prove useful when it came

807
00:38:49,239 --> 00:38:51,760
Speaker 3: time to work with Brendan and Noah. But before Johnny

808
00:38:51,760 --> 00:38:54,000
Speaker 3: would end up there, he still had some surfing to do.

809
00:38:55,640 --> 00:38:58,520
Speaker 7: After that, my two partners at the time, they were

810
00:38:58,520 --> 00:39:01,160
Speaker 7: still in college and so they went back to school.

811
00:39:01,520 --> 00:39:04,640
Speaker 7: I was older and I still had this like itch

812
00:39:04,760 --> 00:39:07,319
Speaker 7: to scratch of like wanting to go travel the world

813
00:39:07,400 --> 00:39:10,000
Speaker 7: and surf. So I went to Hawaii for a while

814
00:39:10,080 --> 00:39:12,840
Speaker 7: for that whole season and kind of like did my

815
00:39:13,000 --> 00:39:15,960
Speaker 7: time there. But during my whole time in Hawaii, I

816
00:39:16,120 --> 00:39:26,239
Speaker 7: was like really thinking about New York. When I came

817
00:39:26,320 --> 00:39:28,680
Speaker 7: back from Hawaii. Is when I got an apartment.

818
00:39:28,360 --> 00:39:28,799
Speaker 4: In the city.

819
00:39:29,000 --> 00:39:32,279
Speaker 7: It was just literally like a glorified locker just to

820
00:39:32,480 --> 00:39:36,279
Speaker 7: like have your clothed, shower, rest your head, and then

821
00:39:36,360 --> 00:39:38,960
Speaker 7: get out the next day like from sun up to sundown,

822
00:39:39,040 --> 00:39:41,200
Speaker 7: and then some you were just like out in the city.

823
00:39:42,840 --> 00:39:45,120
Speaker 3: Now living in New York City and with the background

824
00:39:45,200 --> 00:39:48,640
Speaker 3: so similar to Brendan's, Noah landed on Johnny's radar Quickly.

825
00:39:49,239 --> 00:39:52,280
Speaker 3: The shop, located at one ninety five Mulberry Street, became

826
00:39:52,320 --> 00:39:56,520
Speaker 3: a cultural destination. The store offered a comfortable, inviting atmosphere,

827
00:39:56,920 --> 00:39:59,720
Speaker 3: and customers came for the vibe as much as the clothes.

828
00:40:00,280 --> 00:40:04,440
Speaker 5: In the shop. It's super important to create this atmosphere

829
00:40:04,480 --> 00:40:09,880
Speaker 5: in this experience that feels informative but not intimidating, super welcoming,

830
00:40:10,280 --> 00:40:13,120
Speaker 5: because it's all about the experience right when you go

831
00:40:13,200 --> 00:40:16,240
Speaker 5: into one of these shops. We try to also create

832
00:40:16,320 --> 00:40:19,000
Speaker 5: that experience online a little bit by just showing people

833
00:40:19,120 --> 00:40:21,320
Speaker 5: what we're interested in and what we care about, and

834
00:40:21,480 --> 00:40:24,359
Speaker 5: that kind of draws the attention. People that care about

835
00:40:24,360 --> 00:40:27,000
Speaker 5: this kind of stuff are then drawn to our brand.

836
00:40:27,680 --> 00:40:29,239
Speaker 3: One of those people that was drawn to the brand

837
00:40:29,360 --> 00:40:31,840
Speaker 3: was Johnny, who we continue to keep tabs on Noah.

838
00:40:33,280 --> 00:40:35,640
Speaker 7: As funny as it may sound, this is going to

839
00:40:35,680 --> 00:40:40,200
Speaker 7: sound super like cliche, but as I was doing an

840
00:40:40,280 --> 00:40:43,480
Speaker 7: investigation into the brand and I checked out the about page,

841
00:40:43,560 --> 00:40:46,480
Speaker 7: I'm always like, that's something that I'll always like look

842
00:40:46,560 --> 00:40:49,800
Speaker 7: on when it comes to whatever it is, you know,

843
00:40:49,920 --> 00:40:52,440
Speaker 7: I'll always be like, what's your mission statement. What you're

844
00:40:52,480 --> 00:40:56,240
Speaker 7: about say, it's create the best possible products that inspire

845
00:40:56,320 --> 00:40:59,640
Speaker 7: our staff, partners, and customers to seek adventure and actively

846
00:40:59,680 --> 00:41:02,520
Speaker 7: engage in the world around them. Expand on what it

847
00:41:02,640 --> 00:41:04,759
Speaker 7: means to be a clothing brand by breaking down the

848
00:41:04,840 --> 00:41:08,319
Speaker 7: walls of where the brand customer relationship begins and ends.

849
00:41:08,920 --> 00:41:12,160
Speaker 7: Share our adventures with our customers and encourage them to

850
00:41:12,280 --> 00:41:16,520
Speaker 7: share their adventures with us. Promote goodness, and challenge conventional wisdom.

851
00:41:17,160 --> 00:41:19,600
Speaker 7: And when I clicked on that and kind of like

852
00:41:19,760 --> 00:41:23,360
Speaker 7: read it, like what was said like really resonated with me,

853
00:41:24,000 --> 00:41:25,640
Speaker 7: and it was kind of like the thing that was

854
00:41:25,719 --> 00:41:27,800
Speaker 7: just like kind of pulled me into the door or

855
00:41:27,800 --> 00:41:30,680
Speaker 7: it was like I kind of want to be around that.

856
00:41:31,200 --> 00:41:34,080
Speaker 7: Like for me, that's like science they all delivered, you know,

857
00:41:34,320 --> 00:41:37,360
Speaker 7: that was like I don't see other brands in that

858
00:41:37,560 --> 00:41:39,080
Speaker 7: space like talking that way.

859
00:41:39,960 --> 00:41:42,520
Speaker 3: With a clear, impactful mission statement and the help of

860
00:41:42,600 --> 00:41:46,360
Speaker 3: Brendan's pedigree, Noah quickly received rave reviews from both the

861
00:41:46,440 --> 00:41:47,600
Speaker 3: press pen customers.

862
00:41:48,760 --> 00:41:52,799
Speaker 5: Obviously, you know, Brendan being from Supreme gave us an

863
00:41:52,920 --> 00:41:55,520
Speaker 5: advantage where people were interested to see like what it

864
00:41:55,640 --> 00:41:56,759
Speaker 5: was going to be and what it was going to

865
00:41:56,800 --> 00:41:58,920
Speaker 5: look like and we got some great press from that

866
00:41:59,040 --> 00:42:00,440
Speaker 5: because everyone was I did to.

867
00:42:00,440 --> 00:42:01,120
Speaker 1: See what it was.

868
00:42:01,360 --> 00:42:05,000
Speaker 5: It was an excellent platform for us to launch from, actually,

869
00:42:05,200 --> 00:42:08,080
Speaker 5: and it was a great captivated audience from the beginning,

870
00:42:08,200 --> 00:42:11,480
Speaker 5: and we really appreciated that. So, I mean, and you know,

871
00:42:11,600 --> 00:42:13,640
Speaker 5: nobody knew of me. I'm just liking the background, and

872
00:42:13,719 --> 00:42:16,640
Speaker 5: that's I'm happy to sort of be in that role,

873
00:42:16,800 --> 00:42:19,840
Speaker 5: just in the background, sort of helping to manifest and

874
00:42:19,880 --> 00:42:23,400
Speaker 5: build and bring everything together. And I guess being in

875
00:42:23,520 --> 00:42:26,920
Speaker 5: love kind of gave him a little extra motivation and

876
00:42:27,320 --> 00:42:29,839
Speaker 5: that extra push, you know, like we were like part

877
00:42:30,120 --> 00:42:35,080
Speaker 5: that partnership kind of drive. And in hindsight, maybe you know,

878
00:42:35,120 --> 00:42:38,120
Speaker 5: it would have been definitely safer because like right after that,

879
00:42:38,640 --> 00:42:40,880
Speaker 5: Supreme like sold or got that massive investment.

880
00:42:42,280 --> 00:42:45,560
Speaker 3: Shortly after leaving Supreme, the brand sold the VF Corporation

881
00:42:45,719 --> 00:42:49,439
Speaker 3: for a whapping one point two billion dollars. Brenda missed

882
00:42:49,440 --> 00:42:51,680
Speaker 3: out on the payday from Supreme, but he had gained

883
00:42:51,760 --> 00:42:53,040
Speaker 3: everything with his own brand.

884
00:42:53,960 --> 00:42:57,080
Speaker 5: Everyone got nice big checks and like great, but we

885
00:42:57,239 --> 00:42:59,480
Speaker 5: missed out on that. But what we did gain was

886
00:43:00,080 --> 00:43:03,279
Speaker 5: something that we felt really good about. And you know,

887
00:43:03,360 --> 00:43:05,719
Speaker 5: it's definitely not been like the easiest ride. But it

888
00:43:05,920 --> 00:43:11,200
Speaker 5: was received really well and people were supporting, were supportive

889
00:43:11,280 --> 00:43:13,120
Speaker 5: of what we were doing. I don't know, it was

890
00:43:13,239 --> 00:43:15,759
Speaker 5: just a funny time. I wasn't really thinking. And I

891
00:43:15,840 --> 00:43:18,200
Speaker 5: think when you're pregnant too, and then you give me

892
00:43:18,400 --> 00:43:22,840
Speaker 5: you're just in this mode of you have this extra motivation.

893
00:43:23,000 --> 00:43:25,440
Speaker 5: I think a lot of women when they're pregnant actually

894
00:43:25,480 --> 00:43:28,640
Speaker 5: start businesses funnily enough, because it's just this time of

895
00:43:28,800 --> 00:43:34,520
Speaker 5: like you've purpose driven, and we just were young minded,

896
00:43:34,719 --> 00:43:37,680
Speaker 5: had this you know, like new family coming and I

897
00:43:37,760 --> 00:43:39,919
Speaker 5: knew it could work. I knew it could work.

898
00:43:41,400 --> 00:43:44,400
Speaker 3: No success was instant, and the company was profitable from

899
00:43:44,480 --> 00:43:47,800
Speaker 3: year one, but the seemingly overnight success was actually a

900
00:43:47,920 --> 00:43:51,000
Speaker 3: long process of foundation building by the team that happened

901
00:43:51,040 --> 00:43:51,680
Speaker 3: over years.

902
00:43:52,360 --> 00:43:56,359
Speaker 5: We were like profitable from year one, which was really

903
00:43:56,400 --> 00:43:59,040
Speaker 5: incredible and impressive at the time because I think we

904
00:43:59,160 --> 00:44:02,080
Speaker 5: did have a really good business plan that didn't rely

905
00:44:02,280 --> 00:44:04,040
Speaker 5: on a massive investment at the beginning. It was like

906
00:44:04,160 --> 00:44:07,640
Speaker 5: slow and steady, and even now, because we have in

907
00:44:07,760 --> 00:44:09,879
Speaker 5: our minds to be a heritage brand, like we want

908
00:44:09,920 --> 00:44:11,480
Speaker 5: to be around for a long time. This is not

909
00:44:12,000 --> 00:44:14,520
Speaker 5: a model that we're trying to build a business fast

910
00:44:15,040 --> 00:44:17,799
Speaker 5: and super successful and get super hype and then sell

911
00:44:17,840 --> 00:44:20,560
Speaker 5: it for millions of dollars. Like, that's not what we're

912
00:44:20,600 --> 00:44:22,680
Speaker 5: trying to do. We're trying to grow a family business,

913
00:44:22,800 --> 00:44:25,200
Speaker 5: a heritage brand that will be around for a really

914
00:44:25,280 --> 00:44:28,320
Speaker 5: long time, making really good stuff. And we're down for

915
00:44:28,400 --> 00:44:30,759
Speaker 5: the slow and steady thing. And actually we never really

916
00:44:30,800 --> 00:44:32,600
Speaker 5: wanted to be like a hype brand at the beginning,

917
00:44:32,600 --> 00:44:34,040
Speaker 5: because then you can just fall off the edge of

918
00:44:34,080 --> 00:44:35,520
Speaker 5: the cliff and then nobody cares anymore.

919
00:44:36,719 --> 00:44:44,760
Speaker 3: As in the years since it's launch, Noah has established

920
00:44:44,800 --> 00:44:47,719
Speaker 3: itself as a true staple within the men'swear world, and

921
00:44:47,800 --> 00:44:49,960
Speaker 3: no fashion tends to be led by trends and youth,

922
00:44:50,280 --> 00:44:53,759
Speaker 3: Brendan is still finding inspiration, creativity, and the will to

923
00:44:53,840 --> 00:44:54,800
Speaker 3: push Noah forward.

924
00:45:02,760 --> 00:45:05,840
Speaker 1: Sometimes the inspiration comes from like negative shit, but like

925
00:45:05,960 --> 00:45:10,240
Speaker 1: you like it motivate you to do something, so like skateboarding, surfing,

926
00:45:10,640 --> 00:45:14,000
Speaker 1: like these things like those are the expression of something

927
00:45:14,040 --> 00:45:17,320
Speaker 1: that comes before it. Like you mentioned the word curiosity earlier,

928
00:45:17,520 --> 00:45:19,120
Speaker 1: that's the thing. You still want to see things that

929
00:45:19,200 --> 00:45:21,000
Speaker 1: when you know things, are still interested in what's going

930
00:45:21,040 --> 00:45:24,440
Speaker 1: on out there. And if you can retain that, you

931
00:45:24,680 --> 00:45:27,440
Speaker 1: do extend you're kind of like we're not just like

932
00:45:27,520 --> 00:45:30,000
Speaker 1: your relevance, your creativity, like you can still be.

933
00:45:30,000 --> 00:45:30,640
Speaker 2: A part of things.

934
00:45:30,800 --> 00:45:34,880
Speaker 1: And what's really interesting is like historically there's rules, but

935
00:45:35,000 --> 00:45:38,279
Speaker 1: they're bake Like who made these rules? Right that, Like

936
00:45:38,320 --> 00:45:39,719
Speaker 1: you get to a certain age and then you got

937
00:45:39,840 --> 00:45:41,799
Speaker 1: to like behave a certain way, address a certain way.

938
00:45:41,880 --> 00:45:44,040
Speaker 2: Like they're kind of silly, do you know what I mean?

939
00:45:44,200 --> 00:45:46,840
Speaker 2: So like if you can kind of withstand that and

940
00:45:46,920 --> 00:45:50,600
Speaker 2: like push back on that, you stay a part of everything.

941
00:45:51,000 --> 00:45:51,600
Speaker 2: David Byrne.

942
00:45:51,640 --> 00:45:53,239
Speaker 1: I'm not sure how old he is, but like I

943
00:45:53,320 --> 00:45:56,399
Speaker 1: see him, you seeming openings and he's around, he's riding

944
00:45:56,440 --> 00:45:59,920
Speaker 1: his bike, Like he's still relevant, he's still curious, still creating, right,

945
00:46:02,960 --> 00:46:07,040
Speaker 1: you know when you think about the path from thirteen

946
00:46:07,160 --> 00:46:10,399
Speaker 1: to fifty one, you know, I'm like kind of still

947
00:46:10,440 --> 00:46:13,880
Speaker 1: the same person doing the same thing, which I love. Like,

948
00:46:13,960 --> 00:46:16,000
Speaker 1: I mean, I've managed to do what I set out

949
00:46:16,040 --> 00:46:17,959
Speaker 1: to do, which is like stay connected to these things.

950
00:46:19,800 --> 00:46:23,239
Speaker 1: But it's rewarding, you know, And I think I used

951
00:46:23,239 --> 00:46:27,000
Speaker 1: to be really concerned about aging, but you know what

952
00:46:27,120 --> 00:46:29,600
Speaker 1: I realized is like I know everything I.

953
00:46:29,760 --> 00:46:32,640
Speaker 2: Know because I've been around for so long, Like I.

954
00:46:32,920 --> 00:46:37,640
Speaker 7: Can use that information being as environmentally conscious as you can.

955
00:46:38,400 --> 00:46:41,560
Speaker 7: If you're creating something, there's going to be a byproduct

956
00:46:41,640 --> 00:46:44,359
Speaker 7: to it, and what is that byproduct? The neat thing

957
00:46:44,480 --> 00:46:47,360
Speaker 7: is is that we, you know, want to commit to

958
00:46:47,520 --> 00:46:51,600
Speaker 7: keeping that shirt, garment, whatever it may be in rotation,

959
00:46:51,920 --> 00:46:55,000
Speaker 7: you know, not to kind of discard it for reasons

960
00:46:55,080 --> 00:46:56,400
Speaker 7: that it's like not holding up.

961
00:46:57,960 --> 00:47:01,319
Speaker 5: It's scary because we're going from like pop. It really

962
00:47:01,360 --> 00:47:03,279
Speaker 5: feels like we're still a mom and pop brand and

963
00:47:03,280 --> 00:47:05,440
Speaker 5: I think people think we're kind of bigger than what

964
00:47:05,640 --> 00:47:07,520
Speaker 5: we are. But you know, I'm still going to the

965
00:47:07,560 --> 00:47:10,120
Speaker 5: store here and like fixing stuff, and you know, it's

966
00:47:10,200 --> 00:47:12,440
Speaker 5: like a mom and pop family sharp Still it just

967
00:47:12,520 --> 00:47:14,120
Speaker 5: still feels like that, which I think is part of

968
00:47:14,160 --> 00:47:16,239
Speaker 5: the beauty and I want it to I want every

969
00:47:16,400 --> 00:47:19,400
Speaker 5: store to have that feel. It's an exciting time to

970
00:47:19,480 --> 00:47:22,120
Speaker 5: think about, well, how do we maintain the ethics of

971
00:47:22,200 --> 00:47:25,680
Speaker 5: the brand and that feeling and the soul of the brand.

972
00:47:25,719 --> 00:47:28,360
Speaker 5: And it's all about really just caring for your people

973
00:47:28,520 --> 00:47:31,120
Speaker 5: and for your team and for them really caring about

974
00:47:31,520 --> 00:47:34,600
Speaker 5: the brand still sort of kind of building the family,

975
00:47:34,680 --> 00:47:39,560
Speaker 5: but keeping that trust and that kind of connection to

976
00:47:39,719 --> 00:47:42,120
Speaker 5: each other within the company, and then also to the

977
00:47:42,200 --> 00:47:43,840
Speaker 5: customers and the community around it.

978
00:47:50,719 --> 00:47:52,800
Speaker 4: The story of Noah is one of second chances.

979
00:47:53,160 --> 00:47:56,000
Speaker 3: When Brendan left Supreme the first time, he gave Noah

980
00:47:56,000 --> 00:47:58,719
Speaker 3: a shot and realized quickly that he was neither ready

981
00:47:58,760 --> 00:48:02,719
Speaker 3: to lead nor had his personal vision come into focus. Thankfully,

982
00:48:03,040 --> 00:48:05,400
Speaker 3: he was able to return to Supreme to continue to

983
00:48:05,480 --> 00:48:08,040
Speaker 3: hone his craft until he felt prepared to revisit Noah.

984
00:48:08,600 --> 00:48:11,000
Speaker 3: With ten more years of storytelling and brand building under

985
00:48:11,040 --> 00:48:13,760
Speaker 3: his belt, Brendan then knew how to weave his interest

986
00:48:13,840 --> 00:48:17,400
Speaker 3: in surf, skate and a roots nautical aesthetic into a

987
00:48:17,520 --> 00:48:21,840
Speaker 3: coherent and comprehensive identity. And just as important, the addition

988
00:48:21,920 --> 00:48:26,360
Speaker 3: of Estelle imbued Noah's second iteration with an entrepreneurial acumen and.

989
00:48:26,440 --> 00:48:27,600
Speaker 4: A focused philosophy.

990
00:48:28,560 --> 00:48:31,040
Speaker 3: Together, they knew how the clothes should look, how the

991
00:48:31,080 --> 00:48:34,080
Speaker 3: business should operate, and how the brand should make you feel.

992
00:48:34,560 --> 00:48:37,239
Speaker 3: And with that unity of purpose, Noah has booked the

993
00:48:37,320 --> 00:48:47,880
Speaker 3: fast fashioned industry trends and built a generational foundation for

994
00:48:47,920 --> 00:48:51,040
Speaker 3: idea generation. I'm Noah Callahan Bever. Thanks for listening to

995
00:48:51,080 --> 00:48:57,120
Speaker 3: the All Angles podcast presented by will Packer Media. If

996
00:48:57,160 --> 00:49:00,560
Speaker 3: you've enjoyed this episode. Please don't hesitate to like, comment

997
00:49:00,920 --> 00:49:03,520
Speaker 3: DM or tell a friend to tell a friend about

998
00:49:03,560 --> 00:49:06,880
Speaker 3: Idea Generation and the All Angles Podcast. We can't do

999
00:49:07,000 --> 00:49:09,440
Speaker 3: any of this without your help, and honestly, your support

1000
00:49:09,560 --> 00:49:10,280
Speaker 3: means everything.

1001
00:49:10,680 --> 00:49:12,560
Speaker 4: We do this for you, and we can't do it

1002
00:49:12,680 --> 00:49:13,040
Speaker 4: without you.

1003
00:49:15,800 --> 00:49:18,640
Speaker 3: This episode was brought to you by Will Packer, Executive

1004
00:49:18,640 --> 00:49:22,080
Speaker 3: produced by John Balachik and Helena Ox. Original music by

1005
00:49:22,160 --> 00:49:26,320
Speaker 3: Valentine Fritz, editing sound mix by Nonsensible Production, and hosted

1006
00:49:26,360 --> 00:49:31,200
Speaker 3: by me Idea Generation founder Noah Callahan Beveret Idea Generations.

1007
00:49:31,239 --> 00:49:33,440
Speaker 4: All Angles is a Will Packer Media podcast