NOAH PARTNERS WITH ROOTS STUDIO AND INDIGENOUS ARTISTS FOR BOK JOY COLLECTION

Sustainable American clothing brand Noah will host a pop-up at its flagship New York store from October 26-27 for Rurban by Roots Studio, a contemporary line of clothing co-created with indigenous artists from around the world. The brand has partnered with Roots Studio, whose dedication to indigenous artists and their sustainable cultural heritage takes center stage in a new collection of contemporary clothing co-created with the Miao and Buuyi artisan communities. Both are ethnic minority groups in China with highly developed artistic practices. Their designs draw upon their backgrounds as farmers, honoring a reverence for the Earth, agricultural traditions, and living in harmony with nature. As proud stewards of the planet, their craft is centered around their sustainable lifestyle and focused on conservation, renewal, and preserving a truly circular economy.

This summer, Roots Studio founder Rebecca Hui backpacked overstock from three quintessential NYC brands – Noah, 3.1 Philip Lim, and Triple Five Soul – to several Indigenous villages in Guizhou province. Artists from Roots Studio’s collective incorporated traditional techniques, stories, and materials onto jean jackets, crewnecks, and sweatshirts. The artisans worked their magic on NYC designer garments, using local blue dyes made from farm-grown indigo and mountain water, hand-spun cotton, milk cloth, and traditional silver embellishments, creating the Bok Joy Collection for Noah.

Additional highlights of the collection include handmade embroidered collared shirts and drawstring trousers, scarves, and dip-dyed indigo tote bags. The drop also features Rurban jean jackets, available for onsite customization with a selection of hand-painted indigo patches. On Thursday, October 26, from 6 to 8 p.m., Noah will host a shopping event celebrating the collection and the pop-up will continue through Friday, October 27.

Roots Studio Founder Rebecca Hui says, “Rurban celebrates the in-between of the rural and the urban – the unexpected wonder created when cultures from global villages and city streets collide. Rurban fuses the best of both worlds to create powerful, ethical, and sustainable pieces. Can ‘cultural preservation’ move beyond static anthropological nostalgia to a dynamic, evolving, creative collaboration? Rurban aims to do this.”

Noah co-founder Estelle Bailey-Babenzien adds, “Noah is proud to partner with Roots Studio to share the Rurban Bok Joy collection with a pop-up at our flagship store in NYC. It’s an honor to support the Indigenous creators by showcasing their craftsmanship and whimsical designs for their own collection, as well as on Noah garments from our “Not Dead Yet” program and items from 3.1 Phillip Lim and Triple Five Soul. We greatly respect Roots Studio’s commitment to honoring the communities they work with and celebrating their local traditions, artistry, and culture in creative ways. All in all, it promotes a consciousness in fashion that aligns with our philosophy and it’s exciting to give select Noah garments new life with the art of Roots Studio artisans.”

Noah already commits 1 percent of its annual sales to 1% for the Planet, and its Not Dead Yet initiative encourages customers to return old Noah clothing through a buyback program where items are upcycled or recycled responsibly.