When a New York fashion label joins forces with a Danish furniture brand, you know something interesting is brewing. Enter GUBI and NOAH, whose collaboration birthed a collection that encapsulates an “easygoing coastal lifestyle.”
Unveiled at the 3daysofdesign festival in Copenhagen, this collaboration aims to bridge the worlds of both brands, creating a collection that appeals to multiple generations. Throughout the creative process, they not only embraced each other’s distinctive aesthetics but also drew inspiration from their brand values and geographical locations.
At the heart of this new range lies the special edition MR01 Outdoor Lounge Chair by Mathias Steen Rasmussen. Crafted from iroko wood, this chair offers a relaxed reclining position that embodies leisure. However, it’s the rope seat that steals the spotlight in this collaboration, as it has been updated with four vibrant new colors: bright yellow, royal blue, classic navy, and gray.
Estelle Bailey-Babenzien, the co-founder of NOAH, shared her insight into the design, saying, “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. 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.”
But that’s not all. The collaboration between GUBI and NOAH goes beyond furniture. They have also curated a five-piece accessory and clothing collection that channels a nautical theme. From an oversized beach towel and water-resistant 5-panel hat to swim shorts, a tote bag, and a boat-neck sweater, this range incorporates the same lively colors found in the chairs.
Marie Kristine Schmidt, GUBI’s Chief Brand Officer, shared the origin of their collaboration, saying, “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. 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.”
If you’re eager to witness the NOAH x GUBI collection firsthand, head over to the 3daysofdesign festival in Copenhagen, running until Friday, June 9. The collection will be exclusively available at NOAH’s stores in New York, Osaka, and Tokyo, as well as at Storm Fashion in Copenhagen. And for those unable to attend in person, fear not—starting from June 15, the collection will also be up for grabs online at gubi.com and noahny.com.