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Jessira SYLLA Translated by
Nicola Mira Published
May 24, 2025
Los Angeles men's streetwear brand Nahmias is setting up shop for a weekend at the Hôtel de Paris in Monte Carlo, where it is opening a pop-up store together with Alter Designs, a Monaco-based sustainable fashion label. The store will showcase the latest collections by the two brands, both founded in 2025, and both inspired by the Monaco Grand Prix, scheduled on May 26.
Alter Designs is presenting the ‘Racing Club’ line on the hotel's patio from May 22 to 26. The Monaco-based label was founded by designer Pauline Ducruet, niece of Prince Albert II of Monaco. Its look is characterised by the classic codes of motor-racing, with apple leather jackets, sportswear-style dresses, and embroidered badges decorating some of the tops. Prices range from €100 for a t-shirt to €900 for a jacket. The collection is also available on the Alter e-shop and at the Le Metropole Shopping Monte-Carlo department store until May 31.
The capsule collection developed by Nahmias was unveiled at a gala evening on May 23. The line consists chiefly of t-shirts and hoodies, and celebrates motor-racing and the Monte Carlo lifestyle. The items are decorated with the brand’s logo, racing cars graphics, and slogans like ‘I must be in heaven’. Prices range from €250 for a tee-shirt to €500 for a hoodie. The collection will be on sale until May 27.
Doni Nahmias, the eponymous brand’s self-taught designer and founder, sees the Monaco pop-up store as a way to gain visibility in Europe, tapping the growing popularity of F1 racing in the USA. “F1 has grown enormously in the USA, and we want to grow with the sport. That’s why we created a capsule collection inspired by the Monaco Grand Prix. We’re hoping to boost our visibility in Europe thanks to this pop-up store, and to F1 fans all over the world,” said the designer, talking to FashionNetwork.com.
According to data provided by Nahmias, the brand is distributed worldwide via 60 online and physical stores. In France, it is sold at Galeries Lafayette and on the BDC Paris multibrand e-shop. During 2025, Nahmias is planning to open a first store in its home town, Los Angeles, where it will show on June 9. In the last three season, the brand presented its collections at Paris Fashion Week.