Check out Noon Goons’ new collection.

The punk-inspired label Noon Goons, which we first welcomed on to MR PORTER last year, was started by SoCal native Mr Kurt Narmore in 2016. The brand name (in case you were wondering) is based on the name surfers give to tourists who show up to the beach at midday, making it too crowded to surf. The brand stylishly appropriates an 1980s aesthetic and embodies the ambience of Southern California’s surf and skate culture. For their latest capsule collection, launching on site today, they have collaborated with the estate of legendary musician Mr Chet Baker – the charismatic, unapologetic and talented “prince of cool” who spent most of his early career immersed in the Los Angeles jazz scene performing at the famous Surf Club. It was here that he forged a sound so unique it was given its own genre known as “West Coast Jazz” – mellower and more lyrical than the hard-bop sound which was dominant on the East Coast during that time.

As a brand that celebrates the Southern Californian lifestyle, it is no surprise that Mr Narmore has decided to honour Mr Baker’s legacy. The collection features clothes bearing song titles by and images of the man himself – whether it be him playing his famous trumpet, police mug-shots (the 16 months he spent behind bars for drugs charges were some of his most creative), or effortlessly cool poster-boy portraits. Scroll down to see our some of our favourite pieces from the collection.

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