Doni Nahmias.
California, a birthplace of innovation and rebellion, has long redefined the global fashion landscape with its unmatched spirit. The Golden State has effortlessly fused its bold essence with a vibrant mosaic of subcultures, from the sun-drenched beaches of the ’60s, where a laid-back bohemian vibe took root, to the electrifying energy of its urban streets in the ’90s, which birthed streetwear and skate culture.
In 2018, Doni Nahmias, a visionary designer and creative force, unveiled NAHMIAS—a luxury brand that breathes life into the storied soul of California’s fashion legacy. Rooted in the sunlit charm of his hometown, Summerland, Nahmias draws inspiration from skateboards carving through concrete, the rhythm of basketball courts, the ebb and flow of surf culture, and the cadence of hip-hop.
His creations transcend mere garments, embodying the spirit of modern Californication: a raw yet refined harmony of sophistication. Each piece speaks of a state that has forever shaped the cultural lexicon, where energy meets elegance and tradition ignites innovation, forging a bold new frontier in fashion.
In an exclusive interview with PAUSE Magazine, Doni Nahmias opens up about the inspirations behind his eponymous label, the cultural tapestry of California that fuels his creativity, and his journey from the sun-soaked streets of Summerland to the forefront of luxury fashion.
PHOTO CREDIT: @brendanwixtedphoto
If I close my eyes hard enough, I’m surrounded by the mountains, rough but majestic, enveloped by the calm and reflective sea below. I’m in Summerland Ranch, your Autumn/Winter 2024 collection that encapsulates just that.
Wow, that was like Poetry.
How was Summer 2024?
My summer was good. It was very hot— but busy, productive, and fun I would say.
NAHMIAS is deeply rooted in the essence of Summerland, California. How does this specific locale continue to influence your designs?
It continues to influence me because I’m so attached to it. I feel like it’s a lucky thing for me, growing up in Santa Barbara and California, where there’s an endless supply of cool influences always present. I feel like I’ll never run out of influence and inspiration. Even if the surface level is about beach, surf, or skate culture, California has so much depth to explore—different cultures, subcultures, and so many things. There’s always something new to tap into, I just live and breathe it, you know? I’m lucky that it’s my brand DNA.
As someone who has not yet had the opportunity to travel to California, a touch of NAHMIAS does just that.
You’ve never been? That’s pretty crazy.
Well, your brand gives me a little vibe of Cali.
Well, yeah, at least I’m giving you a vibe.
So when I do come, I expect you to tell me all of the hotspots.
I mean, I’m a couch potato but I can try and tell you some hotspots.
Summerland Ranch | Autumn Winter 2024
Is it sometimes hard to translate the spirit of Summerland into clothing that resonates globally?
I feel like it translates well because I’ve learned how to do it authentically. I’m so attached to California that it becomes like a form of therapy for me—digesting what I feel, see, and experience here, then creatively expressing it. I think this organic and authentic approach naturally resonates, even with someone across the globe. Being able to paint that picture, visually—driving down to Santa Barbara, shooting content, and creating moments that capture the essence of the brand. This helps someone that may be in the UK, for example, connect with or understand our vibe and aura and where the design inspiration comes from.
Aka me.
I like the UK though, I love Italy too and you are able to get to Italy easily.
South of France is more my vibe, but Italy is wonderful too. Didn’t you do something in Monaco this summer?
South of France is elite. We did a NAHMIAS pop-up at the Monaco Grand Prix.
Courtesy of NAHMIAS
The concept of “luxury” is being redefined by brands like yours. What does luxury mean to you in the context of streetwear? Do you think the perception of luxury is shifting among consumers?
Luxury, to me, has evolved beyond products. It’s about how a brand makes someone feel—what it means to be part of the community and how wearing the clothes reflects who you are and how it portrays you as a person. Luxury — hmm, that’s a tough question because you can get the most expensive materials from around the world and it still may not come out luxury? I think it’s about really understanding how to put collections together, the volume and what type of picture you are trying to portray behind the brand, beyond the dollar amount.
Given California’s rich history of fashion subcultures, from the beach vibes of the 60s to the 90s urban edge, how do you balance these diverse elements while maintaining a cohesive brand identity? What drives you to connect to that era?
I grew up as a troubled teen — I was sent away to this wilderness camp when I was 14 and got into a lot of trouble as a kid. The communities I was part of—graffiti culture, skate culture — fascinated me, I was so drawn to it and attached. So, being able to tap into that era as a teen and being able to recreate that on a luxury scale for a brand is really fun. It’s not so serious, you know? I’m not getting in trouble with it anymore, but I get to reminisce on that time and energy I had.
How do you ensure that these references feel fresh and contemporary in this day and age?
If you’re going to take a graphic that perhaps feels young and rebellious but now we’re going to put this onto a cashmere knit that’s made in Italy, it’s that juxtaposition of taking something so rebellious and putting it into something completely different. We made these Jeans that are completely distressed (and destroyed), and stained – which my Grandma thinks are hideous – but it goes back to growing up skating and not changing my jeans for a week, from falling to them tearing, but now it’s done in Italy. It’s about taking these moments and redefining them through the brand in an elevated way. That is the most fun part for me.
I think that’s super important, with reference to that juxtaposition but also to the fact that in every era of life, there will be a naughty kid that can resonate with that.
100%.
Courtesy of NAHMIAS
Your collections have been worn by influential people across the globe, from musicians to athletes. I’m a huge fan of Bieber and I love his approach to styling your stuff. How does the intersection of fashion and pop culture inform your work?
I think Justin wearing the brand, or other people – it takes our collection and shows it in a new light. Justin will style and wear the clothes in a style that I would never have pictured how they’d be worn. You know, he’ll go and put it on a whole new platform. They might see the brand in a different way that I see it, and it creates a new look for the brand but also allows us to have a new audience. It helps the community of the brand and it shows us in a different way.
I think that delves into the beauty of fashion and the art of styling. It’s different interpretations of what people may think is cool. He might wear it in a different way to you, and I may wear it in a different way to him.
Yeah. He definitely is crazy with it. He loves piecing his looks together on his own, so it’s fun to see what he does or comes up with.
Yup. Guaranteed, often with a pair of [Drew House] slippers.
Often. Very often.
Courtesy of NAHMIAS
Speaking of which, collaboration has become a cornerstone of the streetwear industry, particularly with its influences in sport and pop culture. Are there any dream collaborations or brand ambassadors you envision for Nahmias?
Hmm, that’s a good question. That’s something I need to ask myself too. I don’t have anything in mind specifically but I do know I want to somehow tap into furniture and womenswear. I think those things may get catapulted by me partnering with a designer. I would want to approach it in the correct way, to educate myself and be alongside people that know what they’re doing. I don’t know who else would be a dream ambassador as of right now?
Can you share your thoughts on the importance of collaboration in fashion today?
I think collaboration is really important. There’s so much going on and it’s really easy for you to just be flooded by everything else in the market, or in the world. If you can collaborate with other people, it helps both sides show their identity and continue to build consumers and brands. It helps you grow and be creative in other industries or spaces beyond a brand.
Fashion has the power to tell stories and convey emotions. What narratives are you most passionate about expressing through NAHMIAS?
My overall narrative is to connect with people and for people to feel understood. I want to tell my story and inspire other people who may have a similar story to mine and feel unheard or stuck. Being able to connect with other people and inspire people, as we grow and get bigger, I feel the opportunity will get bigger. I think we’re slowly getting there.
Unbiasedly, and I don’t say this because I am in front of you, but your openness to your own journey is enough to inspire. I read somewhere that your first taste of luxury fashion is when you walked into Maxfield and fast forward a few years later, you have collaborated with them on a pop-up. I’m sure these full circle moments feel magical.
The full circle moments are amazing. I’m still working on it. I have this tunnel vision, where my head is always down, so I haven’t necessarily appreciated the moment like I should be, but I’m trying to teach myself to. When I encounter these full-circle moments, I want to feel satisfied. It’s easy to feel like you’re not doing enough, or the brand isn’t doing enough, especially in this industry. It takes time and I’m learning to be present.
As someone across the pond, this is your sign. As both Designer and Creative Director, how do you balance the creative and business sides of running NAHMIAS?
It’s extremely difficult. I am hoping to bring in a CEO in the near future. Right now, 90% of my time is spent on business management —budgeting, planning, and logistics—leaving little time for creativity. It’s almost like it’s time spent on everything but designing and as the brand has scaled and grown, it’s difficult. Earlier on, it was easier to do everything, as it was just me and a couple people. Now that we have more employees and activations happening, it’s taking a toll. Trying to find the balance to allow myself to be creative.
100%. Everything comes with balance. How do you pause and switch off? Do you get a moment to?
I try really hard. I use the sauna a lot, and do cold plunges and ice baths for a temporary relief for stress and anxiety. Because, if I go on a trip or vacation, it takes me a few days to adjust or turn off. I think finding little things to force my mind to turn off. I love to play basketball, or surf, it’s almost like a form of therapy. I feel so much better afterwards.
I’m still trying to find a fellow creative who has the ability to turn off. Even if I put the TV on, my mind remains inspired.
Yes. As a designer and creative too, we almost feel like no matter what we’re doing, we’re always trying to pull inspiration. In the back of our head, we’re never calm. My notes on my iPhone are scattered – at all times, I’m writing things and I can’t help myself.
Same, I’m exactly the same. In fact, I’ve upgraded to making tables in my notes, to stay organised. Beat that!
Wow. That’s elite. Sometimes I’ll take notes that I think are genius, and the next day I’ll look at it and be like “huh”?
Courtesy of NAHMIAS
I feel incredibly blessed to be receiving a small care package from Nahmias soon. For those exploring the brand, what three introductory items would you suggest as the ultimate NAHMIAS starter pack?
For sure. I think 100% you need a NAHMIAS Trucker Hat, it’s a staple. It’s the best trucker hat in the world. You need a pair of our denim, one of our five-pocket baggy jeans. They’re perfect.
Grandma approved?
Oh, don’t get the ones with the holes or stains and you’re grandma-approved. Oh, and a knit sweater, we have incredible knits. You are locked in for life. Oh, and a pair of sneakers – Ollies.
To round off, how do you see the brand evolving, and what new cultural influences do you plan to explore in future collections? Could we see a taste of Italy, perhaps?
I’ve always wanted to, and I think that will come with time, but it’s a hard one. To pull away from California and go to Italy, I want to be able to pull inspiration but in the right way. I have played with the idea but I don’t want to rush it. I see the brand evolving with womenswear, more accessories, (bags and eyewear), and I want to do special shows and activations. I want it to be impactful.
I hope you enjoyed the interview.
I did, they were really good questions – it got my head turning and I haven’t thought about those things in a while. I appreciate it.
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