‘Much Needed After a Long’ — The Latest Video From Alex Greenberg

We now inhabit a different world than the one that debuted Noah the Brand’s first video in October 2020. That premiere was projected onto a makeshift white sheet pinned to the Tompkins fence, at a time when nobody could hang out indoors en masse. Alex Greenberg’s follow-up to Jolie Rouge is unbranded (that random dude in the comments asking what happened to the Noah skate team will remain perplexed), but feels like a continuation of that initial project.

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The Rise of Galaxy Brain Spots

Us members of somehow still-functioning society are no strangers to pendulum swings: anything that veers too far to one side is due for a correction. Safe, digestible art gets confronted by messy experimental art. An army of skaters in slim highwaters eventually gets run over by a parade of Big Boys and their imitators.

Except is boring art ever more than a reappraisal away from being a “return to form?” Can your pants really be out of date and not simultaneously years ahead of their time?

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‘Jolie Rouge’ from Noah Clothing is Now Live

Jumpman Jumpman Hjalte Halberg on production wow

After ninety minutes of rustling around and three position changes, a rookie group of stagehands figured out how to affix a white sheet on the Tompkins fence last night, so that Noah’s inaugural video, Jolie Rouge, could premiere. There’s a “how many skaters does it take to hang up a sheet?”-formatted joke in here, but it’s Saturday, the temperature is in the mid-70s, and the QS office should be empty right now.

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