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Here Comes the Gorpcore Backlash

Designers say fashion’s obsession with technical outerwear like hiking boots and cargo vests may have peaked. Noah’s Brendon Babenzien is the latest to abandon the trend in an upcoming collaboration with Puma.
Noah and Puma are betting their collaboration — designed to be "a departure from the ultra-technical clothing of today" — will resonate with consumers tired of the in-your-face gorpcore aesthetic.
Noah and Puma are betting their new collaboration — designed to be "a departure from the ultra-technical clothing of today" — will resonate with consumers tired of the gorpcore aesthetic. (Courtesy)

Brendon Babenzien — co-founder of Noah, creative director of J.Crew menswear and all-around streetwear aficionado at large — never heard the term “gorpcore” until recently.

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Further Reading

The Gorpcore Empire Behind Salomon and Arc’teryx

Amer Sports plans to scale its three largest companies, including tennis racket maker Wilson, into €1 billion sportswear megabrands by cutting back on wholesale and leaning into their fashion appeal, without altering their core product offerings.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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