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NOAH FW25 "Return to Analog" Is About Clothes & Memories That Last

NOAHhas unveiled its FW25 campaign 'Return to Analog,' featuring a new lineup of Americana/Prep-inspired silhouettes photographed by Paul Hempstead. The overarching theme is described by the founder,Brendon Babenzien, as a nostalgic call for the return of the tactile experience: 'things you can hold, feel, and pass down for future generations to experience.' The brand isn't just talking about the return of vinyl or taking film photographs, but also appreciating the quality and sentiment behind our daily dress. 'In a world obsessed with speed and convenience, there's something radical about the slow and thoughtful,' Babenzien added. With vintage books, wooden pencils, typewriters, and wired telephones in hand, the campaign emphasizes the analog inspirations that inform this season's silhouettes. NOAH's recurring styles, including indigo denim, tweed suiting, shirting, and basic tees, are cut in classic shapes and standard fits for a timeless appeal. Patterns and textures instantly evoke the brand's Prep facets, including woven herringbone, Oxford pinstripes, argyle knit, and classic tartans. Standing out are elegant outerwear moments, including a sleek black leather jacket and a hefty brown wool coat that could surely become future heirlooms. The range's knitwear is diverse, manifesting in traditional forms like chunky fisherman cables and heavy rib knits, as well as contemporary takes like technicolor patchwork and jewel-toned solid hues. Elsewhere, touches like playful typographic tees, a rugby shirt, pastel cargo shorts, and gym uniform sweats balance the more refined silhouettes with a casual mood. NOAH's conscious ethos is built into its DNA, often emphasizing the quality standard and provenance of its materials in its collections. 'Every fabric we choose, every construction decision we make it's all rooted in the belief that quality matters,' Babenzien said. The NOAH FW25 collection is set for release on August 14 at the brand'swebstoreand physical locations.