After three years of quiet development in Los Angeles, NAHMIAS made a bold return to Paris Fashion Week Men’s on January 22nd. Their latest collection, Wipeout, represents the brand’s growth from a cult streetwear label to a serious contender in menswear. The show, presented at Palais de Tokyo and sponsored by Cash App, showcases the most ambitious work from founder Doni Nahmias yet.
Embracing the Fall
Titled Wipeout, the collection draws inspiration from California’s surf and skate culture, with a theme centered on the moment of losing control. This idea goes beyond the literal to explore the emotional impact of failure and the resilience required to recover. For NAHMIAS, known for its laid-back West Coast vibe, this exploration adds new depth to its story.
The material treatments in Wipeout bring this concept to life. Printed suedes, washed canvases, and specialized techniques create attire that tells stories of experience and persistence. These aren’t just distressed garments but pieces that symbolize endurance and narrative.
Innovation in Fabric and Tailoring
The technical mastery seen in Wipeout showcases how fabric can convey a story. Jacquards, knits, and elevated denim designs add richness to the collection. The standout printed suedes, soft yet visually striking, embody the tension between vulnerability and strength. Each aspect of the garments, from abrasion details to wash variations, aligns with the collection’s thematic focus.
Significantly, Wipeout introduces tailoring and suiting elements. Structured coats and refined looks mark new territory, blending formal elements with the brand’s relaxed California style. The result is versatile apparel that transitions seamlessly from different settings, maintaining a balance between polish and ease.
Beyond clothing, the collection debuts loafers, signature sneakers, new accessories, and jewelry, indicating NAHMIAS’s move towards becoming a full-spectrum luxury brand.
The PUMA Collaboration
Wipeout also launches the collaboration between PUMA and NAHMIAS, bringing Nahmias’s vision to the sportswear powerhouse. The partnership starts with a refreshed take on the PUMA Suede, offering it in three colorways. The collaboration highlights shared values of cultural storytelling and timeless design.
Theatrical Elements and Storytelling
Adding to the show’s allure, live drumming by David D’Amato evoked the vibrant energy of California beaches. As an extension, NAHMIAS collaborated with artist John Massé on an animated series called Wipeout, inspired by ’90s cartoons and capturing facets of Nahmias’s upbringing in California.
The narrative humorously portrays a French critic trailing skaters and surfers, reflecting Nahmias’s playful take on the fashion industry’s fascination with effortless cool. Wipeout stays true to NAHMIAS’s roots while embracing vulnerability and technical innovation for a mature evolution.
After the runway show, guests enjoyed a classic West Coast vibe with pizzas and Tequila Don Julio cocktails in Paris. For more on the latest trends, keep an eye on VZN.
