What happens when you combine a New York fashion label with a Danish furniture brand? GUBI and NOAH answer that question with a collection that embodies a relaxed coastal lifestyle.
Unveiled at the 3daysofdesign festival in Copenhagen, this collaboration aims to create a cross-generational collection that merges the unique styles and brand values of both partners. Drawing inspiration from each other's aesthetics and locations, they have brought together the best of both worlds.
At the heart of this new collection is the special edition MR01 Outdoor Lounge Chair designed by Mathias Steen Rasmussen. Crafted from iroko wood, this chair offers a laid-back reclining position. One of its distinguishing features is the rope seat, which has been updated in four new colors for this collaboration: vibrant yellow, regal blue, classic navy, and elegant gray.
Estelle Bailey-Babenzien, co-founder of NOAH, explained the vision behind the design: "The MR01 design is timeless, and I wanted to infuse it with an artistic and practical touch to provide an alternative to perfection. Hence, we incorporated weatherproof nautical rope. I envisioned four chairs sitting together on the beach all day, bringing vibrant energy to any space and making a bold, positive statement. With this new edition, there's a color option to suit various people and environments.
Furthermore, the two brands have collaborated on a comprehensive collection of accessories and clothing consisting of five pieces that draw inspiration from nautical elements. The range includes an oversized beach towel, a water-resistant 5-panel hat, swim shorts, a tote bag, and a boat-neck sweater, all featuring the same colors as the chairs.
Marie Kristine Schmidt, GUBI's Chief Brand Officer, shared the story of their initial encounter with Estelle and Brendon from NOAH in New York in 2022, during the launch of GUBI's collaboration with textile artist and streetwear pioneer Camilla Ehlke. "We discovered that GUBI and NOAH both shared a deep appreciation for the relaxed coastal lifestyle," said Schmidt. "This led us to explore ways to combine NOAH's East-Coast America vibe with GUBI's roots on the Copenhagen dockside."
The NOAH x GUBI collection is currently showcased at the ongoing 3daysofdesign festival in Copenhagen until Friday, June 9. It will be exclusively available at NOAH's stores in New York, Osaka, and Tokyo, as well as at Storm Fashion in Copenhagen. Starting from June 15, the collection can also be purchased online at gubi.com and noahny.com.