The collaboration, launching at this year’s 3daysofdesign festival in Copenhagen, brings the worlds of the respective brands together in hopes of achieving a collection that is cross-generational. Throughout the process, they have tapped into each others signature aesthetics, but also their brand values and locations.
The focal point for the new range is the special edition MR01 Outdoor Lounge Chair by Mathias Steen Rasmussen, which is crafted from iroko wood and features a laidback reclining position. Its distinctive design detail comes from the rope seat, which – for the collaboration – has been updated in four new colors: bright yellow, royal blue, classic navy, and gray.
“The design of the MR01 is so classic — I wanted to add an old, artistic expression and practical element to the design as an alternative to something that is already perfect, thus ultimately using weatherproof nautical rope,” said Estelle Bailey-Babenzien, the co-founder of NOAH. “I imagined four chairs sitting together on the beach all afternoon and into the evening, bringing an intentional vibrant energy to every space, and making a concise, positive statement. In this new edition, there’s a color option that suits all kinds of people and environments.”
In addition, the two brands have produced a five-piece accessory and clothing collection that equally pulls on nautical references. Encompassing an oversized beach towel, water-resistant 5-panel hat, swim shorts, tote bag, and boat-neck sweater – the range features the colors seen on the chairs.
“We first met Estelle and Brendon from NOAH in New York in 2022, at the launch of GUBI’s collaboration with textile artist and streetwear pioneer Camilla Ehlke,” said Marie Kristine Schmidt, GUBI’s Chief Brand Officer. “We discovered that GUBI and NOAH shared a passion for the easygoing coastal lifestyle, and we began to explore ways in which we could work together to marry NOAH’s East-Coast America vibe with GUBI’s own roots on the Copenhagen dockside.”
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https://hypebeast.com/2023/6/gubi-noah-3daysofdesign-collaboration-launch-info