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New Brands: Séfr Séfr, Adsum and Noon Goons

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SÉFR SÉFR

Séfr Séfr is a young line from Malmö, and just like Need Supply Co. it has roots in good vintage. The brand was founded by two friends who wanted to recast the idea of the secondhand shop from cluttered and dusty into well-curated and contemporary. The shop was a huge success and they've since distilled its energy into their namesake line

Images Courtesy of Séfr Séfr

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ADSUM

Adsum comes to us from the great Northeast of the United States. But while fashion from that quarter of the country has always connoted a certain waspy preppiness, Adsum's pieces are clean, tough, modern menswear staples. They're exceptionally well made, too.

Images Courtesy of Adsum

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NOON GOONS

Noon Goons is one of the rare legit L.A. surf brands, and its punk and homeboy references are true tributes to its home city. Even its name is an L.A. inside joke: a "Noon Goon" is an out-of-towner that rolls up to the beach at noon, hours after the real surfers have packed up.

Images Courtesy of Noon Goons

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