Its almost been a week since we launched full-fledged 90 degree weather bearing styles in Downtown LA. Here are some pictures documenting our first crack... prep night and opening day.
The night started off with a trip to the Shell station for some refreshments to quench us through the long night of preparation ahead of us. There was an accident on the corner of Olympic and Grand... we actually heard it from our offices three stories above the accident scene... can crushing sounds which are never good thing unless your moving onto beer can #x.

Jo and Jolly... inventory double, triple, quadruple checking

Ugh... manual labor. Where are the INTERNS?!!?!

Very nice...

Khai elbow greasin' it

Stool #1... CHECK!

Meet Stanley...

Gotta love 24hr Mickey D's!


The sun was rising just as we finished




So with about two hours left until we had to wake up... we tried to get as much shut eye as possible. You know when you've been up all night and you decide to sleep for and hour or two?... and its extra hard to wake up later because your body's like "WHAT? THATS IT?!?!"... thats exactly what happened.
Finally loaded all our stuff (which we should have done before we slept)... on our way!

Quick 1 minute drive LOL... no sweat (yet)!

Thanks for helping out Tish... we were down a man that day (Louis had a shoot in SF)

First NOOE customer: Cedric and friend (we carry clothes for guys as well!)

IT WAS HOT... I'm not used to not having AC! (spoiled yeah yeah)

Feng (Quest/BREED) and Anika (BREED) arrive

Orisue what up! (Feng is sponsored)

Sick ass double-wrap belt

Khai on the Mac (hooray for Wi-Fi)

IT WAS HOT PT.2

Jose, Anika trying on stuff

Getting busy







New friends old friends

What are you gonna do with all that money, Anika?!

Thats right! This picture will cost you $5...

What up to ROB! Thanks for stoppin by

These are SICK. If I was girl... I'd cop these (we also have them in banana yellow)


Some "IT WAS HOT PT.3" action in the background...

Guess who stopped by?



Eh... close enough. Thanks guys! Lindsey aka LiLo we callin you out!

So the first weekend is in the books... and it was a $UCCE$$!!! Thanks to EVERYONE who came to shop and hang out with us... esp Cedric, Feng, Anika, Rob, Aly, Jose, and Henry. Check back to see where NOOE's gonna pop up this Sunday. Probably Melrose.

DAY 1.