It wasn’t complicated. YG became a fan of Noon Goons’ clothes the way most people do: by seeing it, liking it, and then buying a shit-ton of it. The fit was right, and the name was weird. For the record, the “noon goon” is not out catching the first waves, but instead strolling to the beach
around noon, probably because they’re coming from Hollywood.
Noon Goons lives at the intersection of the sensible and the unexpected: the Los Angeles-based brand borrows the aesthetics of the 80s hardcore scene and the disposition of the city’s skate and surf culture to make clothes for any occasion, that you can wear for years. “We don't want every piece to be a runway piece,” says label founder Kurt Narmore. “We want it like, you can wear that shit to the club and you can wear that same thing to the coffee shop and feel good.”