What’s cooler than cool? Young Aussie label Barney Cools. Don’t call it a surf line. And it’s not just a fashion label. It’s more a difficult-to-describe vibe. “We're just a bunch of dudes having a good time, and I think that comes across in our product,” says Brand Director Nat Taubman, aka Taubmani. “We sum ourselves up as being coastally aligned, global nomads: surf, travel, party, design. We're not a surf brand and we're definitely not a traditional fashion brand. We just make clothes that we know our mates will like and we have fun in the process.”

 

Barney Cools' pop up store
© SI
Barney Cools' pop up store

With two years and eight seasons under their belts – though, obviously, there are no actual belts to be found in the collection – B.Cools has to be experienced, not just worn. No better way to bring the brand to LA than with their version of a pop up on famed skate paradise, Fairfax Avenue. Nestled among the likes of Supreme, Huf, 424 and Diamond Supply “the idea was to create a space for likeminded individuals to come together, create and perform,” says Taubmani. “To formally mark our introduction to Los Angeles, our friends and ambassadors came together to debut our AW16 Collection, School of Barney Cools III and it only felt right to have some fun. Party animals were consumed by the flowing goodness of PBR, danced their asses off to tunes by Bradley Soileau & Benjamin Plant of Miami Horror and we even got some cheeky tattoos care of Broken Art Tattoo. We can’t account for much of what happened after the doors closed.”

 

Twice a year, the brand also checks in with other retailers such as those in Toronto, Vancouver and New York City, hosting drinks, dinner and the Barney Cools philosophy. “Events like these are crucial for us,” Taubmani continues. “It’s important for everyone to come together because at the end of the day, we are all one team with the same vision.”

 

Barney Cools
© SI
Barney Cools

The brand philosophy extends beyond some aspirational surfer cool customer. They take all comers from the quintessential outdoor guy to everyday casual wearers and everything in between. Take, for instance, the new collection, just launched. There’s the ever-popular B.Schooled Tees that continue to draw fans and the newly launched long sleeve version dubbed B.Cools, B.Cause. There’s also the Amphibious 17 versatile shorts that go from walking to water with a bit of stretch. The guys at the brand suggest wearing them straight from the beach to the pub. And, a big hit with the indigo fan Los Angeles crowd, the new B.Line blow out denim collection. Taubmani says, “Barney Cools is made by every day dudes, for every day dudes” and he means it, dude.

fall/winter 2016/2017
© Barney Cools
fall/winter 2016/2017