A definite pattern of claustrophobia and longing lingers in the air of many small towns in the confines of American suburbia. The uniform picket fence houses blur together as you ride your bike down the seemingly endless, primarily empty paved streets. Some reference it as a sort of purgatory..if purgatory had a curfew and noise ordinances after nine o’clock. Characterized by expansive empty fields, abandoned buildings long forgotten, and a relative lack of entertainment and stimulation, at a glance, these towns and their eerie radio towers seem to block any frequencies of creativity, youth, and rebellion. 

However, if you were to peer into the teenage bedrooms, basements, and parking lots at the late hours of the night, you’d find traces of the beginnings of a rebellious journey of adolescence. For designer Cameron Noah and his small-town, Americana-inspired clothing brand, CNG, which is deeply influenced by his experiences growing up in a seemingly claustrophobic environment, he aims to uncover the truth and rebellion hidden behind closed doors, picket fences, and quiet streets. Creativity stirs, and rebellion takes hold. 

The CNG debut collection explores the significance of memory in adolescence, using poignant imagery to present the pieces that cut through the noise of conformity, revealing vivid recollections of teenage experiences. It has moments of escape, a day of running off into the wilderness, and a thirty-rack in hand as they float down the rivers that outline a town that is in a drought of creativity. It has the thrill of a first romance, the sneaking around and climbing through windows late at night, fueled by the adrenaline that you mght just get caught by the girl you are seeing’s overly strict father, who just needs to loosen up. 

CNG’s distinctive campaign images capture the thrill of racing down a hill on your bike, allowing the wheel sprockets to spin freely despite the risk of crashing and burning. They also capture the sensation of light in the early morning as it hits your face through your open window, and music blares through your headphones to drown out the noise of a lawnmower outside. Why is your dad mowing the lawn at eight o’clock in the morning?

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The pinnacle of all these images as well as the short-form film is, of course, the garments. With his debut collection, Cameron creates a perfect blend of subtlety and an unforgiving nature, featuring fitted tees with large lettering that conveys ironic vulgarity as a symbol of rebellion and indifference toward external perceptions from authority. The three teens featured in the campaign also venture into expansive new terrain, contrasting with the confines of suburban households they grew up in. The subtlety of the collection is presented through loose, free-flowing denim, all held together by the signature Americana-inspired leather belt. The denim is complemented by distinct blanks, button-down shirts, and leather jackets that lie somewhere between modern street style and vintage leisure. 

For CNG, it’s all about freedom and living in the moment, as the clothes carry memories. The dirt stains from roughhousing and the dampness from taking a dip in nearby creeks transform the pieces into conduits of authenticity. It’s a timeless culmination of youth that endures the dog days of summer and boredom. This is the true American suburbia.