Want to Be Sustainable? Stop ‘Buying Cool,’ Says Brendon Babenzien

APOLOGY TO PARIS: One of the most arresting artworks in men’s wear brand Noah’s installation at the Galeries Lafayette Champs Elysées isn’t Michael Muller’s virtual reality room, where you can swim with sharks using an Oculus Rift, or tattoo artist Duke Riley’s exhibition of plastic trash engraved with portraits of lobbyists and chief executive officers from the plastics industry. It’s a simple letter titled “Apology to Paris.” “Dear Paris, the United States is the second largest polluter in the world behind China,” read the letter, taped up on one of the six frozen-glass boxes inside the department store’s atrium, and signed “the team of Noah.” “The fact that our current President does not believe we are facing a global crisis is a complete and utter embarrassment,” it continued. “He does not represent the will of the people of the United States. We would like to formally apologize.” The letter is part of “SOS,” a two-week-long installation and pop-up shop celebrating Earth Day 2019 curated by Babenzien, the former Supreme creative director who launched Noah in 2015. “We wanted to apologize about the USA leaving the Paris agreement in 2020,” said Babenzien, who came over from New York with his family to toast the

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