Barbour unveils AW20 collaboration with New York-based brand Noah

By

Barbara Santamaria

Published
Oct 13, 2020

A splash of yellow amid subdued tones defines the mood of Barbour’s new collaboration with New York label Noah.

Launching for AW20, the menswear range blends the British brand’s classic heritage with Noah’s “rebellious, preppy American style”, creating a collection of outerwear, t-shirts and accessories with vibrant colourways and patchwork design.

Barbour global marketing and commercial director, Paul Wilkinson said: “This innovative collection allows both brands to fuse together their personal styles and histories, helping to create a high quality and fashion-forward range that will appeal to those who appreciate classic menswear styling with a contemporary twist.”

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Hero pieces include the Beaufort Wax jacket, designed with patchwork and a reversible Tartan fleece lining; the lightweight Bedale jacket reinterpreted in a new shade with dual-branded pocket embroidery and statement t-shirts with country images taken from archive Barbour catalogues. 

Noah co-founder and creative director, Brendon Babenzien said: “I’ve been a lifelong Barbour fan so this was a really special opportunity for us. Many of us at Noah have been wearing Barbour for years and feel a real connection to the lifestyle – and I think a genuine connection is absolutely paramount in developing a strong collaboration.”

“Because we have such tremendous respect for the Barbour products already, we decided to keep the changes incredibly simple and subtle. We really only wanted a bit of Noah to enter the conversation; too many updates to an already incredible product and you could spoil it. We experiment with traditional themes in our design every day and try to make the most subtle adjustments that are simultaneously holding to classic style but evolving just enough to feel new and unique. This collaboration gave us the perfect opportunity to do that.”

The collection is now available online as well as in selected stockists worldwide.