Doni Nahmias didn’t grow up with much exposure to fashion. Born and raised in a small surf-town on the coast of Southern California, it wasn’t until a trip to Los Angeles in 2017 where he visited luxury boutique Maxfield that he realized he had found his calling. Now, seven years on, he’s not only sold at the top retailer, but has also partnered with them on a full takeover of the store’s gallery.

The designer founded Nahmias in 2018 with no real industry experience other than a brief internship with CFDA member Mike Amiri (he now counts the designer as a mentor). It wasn’t an easy journey for Nahmias. He spent years funding his business with multiple odd jobs while splitting a one-bedroom apartment with two friends. The designer stuck with his dream, slowly forging connections with key players in the industry. In 2020, a placement on Justin Bieber catapulted his sales overnight – and from there, the brand exploded.

He now counts stars like J. Cole as fans, enlisted Kodak Black to perform at his show during Paris Fashion Week, and is sold at top retailers like Hirshleifer’s, Saks, and SSENSE. We caught up with the emerging talent to hear more about his path to fashion.

How did you get your start in fashion? Was this an industry you always wanted to grow up in?

Growing up in Santa Barbara, I had limited exposure to designers and the fashion industry. I kept up with some streetwear brands while in high school, but for the most part I really didn’t know much. My start in fashion began by sewing pockets on T-shirts with fabrics I found in craft stores and printing graphics on shirts to try and sell to my friends. I was just learning as I went along with no clear direction in the beginning.

Congratulations on the Maxfield partnership. What does it mean to be working with this retailer? 

When I visited Maxfield in 2017, that’s when I discovered designers and luxury fashion. For the first time, I instantly knew that this was where I wanted to be and what I wanted to do. The Maxfield gallery takeover represents a full circle moment for me. it symbolizes my journey from a self-taught designer to where the brand is today. It’s a particularly special milestone for the brand, and I’m excited about what the future holds as we continue to grow and evolve.

Was there a breakthrough moment for the brand when you noticed things were really starting to take off?  

I believe the growth of the brand has been more of a gradual journey marked by many significant moments rather than one clear breakthrough. Along the way, there have been numerous small wins and accomplishments that have contributed to the brand’s success. These range from celebrity placements to starting runway shows in Paris and collaborating with different retailers on activations to help build the brand community. Instead of expecting a single breakthrough, I’ve learned to appreciate each step of the journey and work to remain present throughout the process.

Now you’ve built your brand to a successful level, but was there a less glamorous moment in building the business that people would be surprised to hear about?

From the outside, the fashion business may appear glamorous, but the reality is quite different. The industry is incredibly competitive and saturated with brands, making it challenging to stand out and be successful. Managing cash flow, operations, and the day-to-day struggles of building a brand are not easy tasks and it comes with a lot of stress. There are highs and lows, and it requires a deep passion and love for the business to persevere. Despite the challenges, it’s important to stay present and appreciate the special moments that make it all worthwhile.

Where do you get your inspiration from?

My inspiration is deeply rooted in the lifestyle of California, particularly the beach culture that shaped my upbringing in Santa Barbara. Growing up, I spent my days skateboarding, surfing, and playing basketball, surrounded by the natural beauty the California coast has to offer. These experiences have provided me with endless influences to draw from in my design process. I find inspiration in the textures, colors, and memories, which I then translate into a luxury context. California never fails to provide me with endless inspiration and a sense of freedom that guides my creativity.

Tell us about your new role with the Arizona Coyotes. Are you a hockey fan? How do you envision taking on the role?

I envision my role as an opportunity to not only enhance the visual appeal of the sport but also to cultivate a new culture and community around hockey through design and creative expressions. By creating unique activations and engaging with fans in new innovative ways, I hope to broaden the appeal of hockey and introduce it to new audiences. I am hoping to inspire current hockey fans to appreciate the intersection of fashion, design, and sports, creating a more dynamic and inclusive landscape for the game.

Any advice for new designers?

Embrace the process and avoid rushing. Patience is key, and it’s important to find joy in every step of your journey. Treat failures (because you will have them) as opportunities to learn and grow. Stay humble and grateful for the support system around you.

In an industry as competitive as fashion, it’s super important to find your own voice and unique perspective. Create something that fills a gap in the market and pushes boundaries. Trust in the process and be kind to yourself during the inevitable highs and lows you are going to face.

Try and identify your “hero” product, a design that is unmistakably yours and sets your brand apart. Keep your collections focused and don’t feel pressured to create large collections from the start. Start small and let your brand grow organically.