T-shirts are the weekend go-to for every L.A. fella.
But this new one, Noon Goons, actually has a story that’s uniquely L.A.
It’s a pun on June Gloom, that summer month when every morning the city is blanketed in a chilly grey marine layer.
As a kid, owner Kurt Narmore’s mother would drive him to the beach early in the morning to go surfing.
As any Angeleno knows, the chilly grey keeps the tourists at bay, making it prime time to surf.
But mid-day, that gloom burns off, and tourists arrive with the California sun.
Narmore’s mom would wave him in, saying, “The noon goons have arrived!”
Now in his thirties and busy at the office, Narmore can’t just hop down to the coast to surf.
“I live in downtown L.A., so it’s not always easy to get those early morning sessions, especially since everything is based around traffic,” says Narmore.
So he re-appropriated the term for those who love the beach and go as often as is convenient.
His casual collection of cotton knits, raglans, pocket tees and straight-leg, cropped chinos is inspired by the East L.A. car clubs of the 1950s — understated and relaxed.
It’s the perfect weekend wear, and available online right now.
When will it be in stores?