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Noon Goons was started by SoCal native Kurt Narmore in 2016. The brand is heavily influenced by Narmore’s surf and skate upbringings. A Noon Goon is a tourist that shows up to the beach at noon, well after the real surfers have packed up and gone to their day jobs. Punkish LA surf culture is a well-worn fashion reference, but in that area Noon Goons can claim true authenticity—their graphic designer is the daughter of West Coast punk legend Cliff Roman, with whom they collaborated on a line of Weirdos T-shirts and sweats. As of right now, all Noon Goons apparel is made in LA, and Narmore—who also owns an apparel production company—says he is committed to keeping it there as sales increase.