Nahmias and Alter open a pop-up store for the Monaco Grand Prix

Nahmias, the streetwear and men’s fashion brand from Los Angeles, is setting up shop for a weekend at the Monaco-based Hôtel de Paris Monte-Carlo, inaugurating a pop-up store in conjunction with Alter designs, fashion and eco-responsible label based in Monaco. Launched the same year, in 2018, the two brands will exhibit their respective collections there, inspired by the Monaco Grand Prix which will take place on May 26.

Nahmias campaign for the capsule collection inspired by the Monaco Grand Prix – Nahmias

On the hotel patio, Alter presents its “Racing club” line from May 22 to 26. The brand with Monegasque roots, created by designer Pauline Ducruet also heiress to the princely family of Monaco, takes up the dress codes of motoring with jackets made from “apple leather”, dresses with sportswear cuts and badges sewn on some tops. Count between 100 euros for the t-shirt and 900 euros for the jacket. The collection is also available on the brand’s website and in the Metropole Shopping Monte-Carlo department store until May 31.

Unveiled the following day, May 23, during a presentation evening, the Nahmias capsule line is essentially made up of t-shirts and hoodies celebrating motorsport but also the Rock lifestyle. The pieces are signed with the brand name, they display illustrations of racing cars as well as messages like “Must be in heaven”. Prices range from 250 euros for the t-shirt to 500 euros for the hoodie. The capsule will be available until May 27.

Alter designs campaign for the “Racing Club” collection – Alter designs

Doni Nahmias, self-taught designer and founder of the eponymous brand, sees this pop-up store as a way to gain notoriety on European soil while riding the wave of growing popularity of motor sports in the United States. “Formula 1 sports have grown enormously in the United States, and we want to grow with them. This is why we created a capsule collection inspired specifically by the Monaco Grand Prix. We hope to make ourselves better known in Europe thanks to this pop-up and to F1 fans around the world,” confides the designer in an exchange with

According to figures provided by the brand, Nahmias is present worldwide through 60 online and physical reseller points of sale. In France the label is sold at Galeries Lafayettes and on the BDC Paris multi-brand site. During the year 2024 the brand plans to open a first store in Los Angeles, its native land, where it will show on June 9 after having invested, for the last three seasons, in Parisian fashion week.

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