New York Groove
Autumn | Winter 2024
A story interpreted by photographer Valentin Russo.
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There was a time when NOYOCO was known as NO YOUTH CONTROL, and we designed our collections right in the heart of New York City (back in 2012).
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When I arrived at 20, New York hit me like a wave, bold, fearless, alive. The city had this magnetic energy, and its people were just as extraordinary. For four years, I made New York my home, feeding off its relentless pace and its drive to create, build, and push boundaries.
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A lot has changed since then. NO YOUTH CONTROL evolved into NOYOCO, and the raw energy of New York softened as NOYOCO's style refined.
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Now, it's time to reconnect with our roots and reignite what made us who we are: a mix of boldness and grace, of action and passion.
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A love story that will never cease to amaze us, which gave birth to NOYOCO in all its uniqueness. Eventually leading us to call it « Casual Elevated ».
Louis Goulet,
Founder & Creative Director of NOYOCO
