A new wave of American sportswear

925 Originals is a fashion label built around a simple but pointed idea: real clothes for real life. Founded by Noon Goons’ Kurt Narmore, the brand focuses on elevated everyday staples—garments designed to be worn hard, lived in, and used, without sacrificing intention or quality.

We designed, creatively directed, and built a site that reflects this philosophy. The digital experience strips away excess and puts the product front and center, mirroring 925’s no-frills approach while subtly highlighting the depth of craftsmanship behind each piece. Clean layouts, restrained typography, and an emphasis on material and detail reinforce the brand’s commitment to thoughtful design, rigorous production, and accessibility—positioning 925 Originals as everyday clothing done right.