Nordstrom men’s taps noah for next ‘new concepts’ pop-up shop

by Stephen Garner

Nordstrom Men’s has launched its latest New Concepts shop, this time with NYC-based clothing brand Noah.

Dubbed “Concept 011: Noah”, the new installation celebrates the convergence of small and big business, amplifying the Noah brand ethos of conscious consumption as well as social and environmental awareness to consumers across the nation through Nordstrom.

By working together, Noah and Nordstrom hope to be a changing guard in the retail landscape, helping to set a new standard for collaboration.

“The world can’t afford business as usual anymore, the old ideas of big business and small business and the imbalance of power within the fashion industry needs to be a thing of the past,” explained Brendon Babenzien, founder of Noah. “Our industry was created by people with vision and passion and a lust for life and fun. But over time business has slowly eroded the creative position. Sam’s work within Nordstrom is a great example of how the industry is evolving, understanding that the bottom line can be improved by having fun and working on interesting partnerships where everyone benefits.”

The launch will explore the resonance of an emerging brand across national markets without the in-store representation typical of previous New Concepts partnerships, a reflection of a global health crisis, and how both Nordstrom and Noah are adapting. Through Concept 011: Noah, both Nordstrom and Noah hope to regain some of the creativity and the joy that built this industry in the first place.

Combining product exclusive to Nordstrom with a selection of the core Noah offering and new product, the collection is both a primer for consumers new to the brand and a well-rounded offering for longtime fans.

“We always aim for New Concepts to be about discovery and as retail continues to change, we’re adapting the model as we go along,” added Sam Lobban, senior vice president of designer and New Concepts. “Noah felt like an important partner to use the New Concepts platform as a way to amplify their voice and message, with everything going on in the world, that’s more important than ever.”

Concept 011: Noah will be available through the fall at with product available in-store at Nordstrom Men’s Store NYC, Nordstrom Downtown Seattle, Nordstrom South Coast Plaza, Nordstrom NorthPark Center in Dallas and Nordstrom Pacific Centre in Vancouver, B.C.