Nordstrom and Noah Are Dismantling Retail's Power Imbalance

Despite the ongoing uncertainty looming among department stores amid the pandemic, Nordstrom is moving forward with its ongoing New Concepts project, which acts as a place for discovery for independent menswear designers.

Noah is the 11th brand to partner with the Seattle-based retailer, following previous collaborations with the likes ofand Scott Sternberg's Entireworld. The menswear label's founder Brendon Babenzien and Nordstom's SVP of Designer and New Concepts, Sam Lobban, hope to increase Noah's brand presence on a national level through the partnership — particularly its values of environmental and social awareness.

The collaboration comes from Babenzien and Lobban's goal to revolutionize fashion's power imbalance with fun and creativity. Unlike previous New Concepts launches, Noah's capsule drop won't take place inside Nordstrom stores alone. As such, the partnership is a fitting example of how both large and small businesses can adapt during COVID-19."The world can't afford business as usual anymore," Babenzien said in a statement.

The Concept 011: Noah capsule sees the brand's staples paired alongside exclusive pieces that are simultaneously classic, preppy and punky. Ranging from $28 to $568, the collection embodies Babenzien's merging of skate, music and surf cultures with classic menswear tropes.

"Noah felt like an important partner to use the New Concepts platform as a way to amplify their voice and message," Lobban said in a statement,"with everything going on in the world, that's more important than ever."Photos courtesy of Nordstrom

Yep we must adapt to the new norm or we will be weed out.

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