Hi, this is Imran Ahmed, founder and CEO of the Business of Fashion and welcome to the second

season of Drive, delivered by D.HL, where we hear the stories of fashion's most dynamic entrepreneurs

in their own words. As the former creative director of Billion Dollar Juggernaut Supreme, Brendan Babensian

has deep experience in the burgeoning streetmare market.

But when he built his own brand Noah, he did so with the intention of finding measures of

success beyond sales and profit. In a fascinating conversation with B.O.F's Lauren Sherman,

we hear how Brendan is seeking to redefine

his brand's relationship with consumer behavior while also doing good in the world.

People are going to, like, hold your feet over the fire if you're not all the way right.

We never expected to be all the way right. We knew it wasn't possible, particularly for a small

company with limited resources. Our version is kind of just saying, look, we're going to make the best

product we can make. Once you take greed out of the conversation, it opens up all kinds of

incredible opportunities to have an interesting business. But if your primary goal and focus is to make as much money as possible,

it pushes all these other things out of the way.

You could decide to make something and make less money on it

because you just want to see it out in the world,

but not if the bottom line rules the day.

So here is Brendan Babenzion on what it really takes to create a sustainable global enterprise.

To start, I think people are pretty familiar with your story and they know your association with

Supreme and all that stuff and that you grew up surfing, et cetera, et cetera.

I'm curious to know when you were young,

what were the kinds of things that were important to you

...