NAHMIAS LAUNCHES FIRST EVER SNEAKER ‘THE FIVE-O’
The Southern California skate, streetwear, and basketball brand has released its first shoe.
For the first time ever, luxury men’s ready-to-wear brand, NAHMIAS, is launching a sneaker named the Five-O. Offering a blend of the classic low-top silhouette with a higher platform in a range of colors and patterns, the sneaker pairs perfectly with the California-based brand’s signature aesthetic: a high-grade yet informal mix of skate, basketball, surf, and hip-hop styles melded into an ascendant ready-to-wear label.
The shoe takes inspiration from the classics of the brand’s Creative Director, Doni Nahmias, childhood – the Five-O sneaker melds design notes from the Converse Chuck Taylor and the Nike Air Max. The name “Five-O” provides a double meaning, known to be a skate trick as well as what the cops were referred to during his youth, and is reflected in the campaign as we see skateboarders doing tricks over cop cars and with the red and blue lights of a siren shining on them.
The shoe features a custom sole made in Italy, with an air bubble added to the sole to permeate the nostalgia of a classic California lifestyle skate shoe shape. Available in 5 colors including black, gray, orange, green, and blue. The sneaker is available on NAHMIAS website as the exclusive e-com retailer as well as in-store globally at Selfridges, Maxfield, and The Webster, and retails at $570.
This type of launch makes sense for NAHMIAS as its focus has always been to blend skate aesthetics with basketball aesthetics and other subcultures that make California what it is. Founded in Los Angeles, the founder, and creative director self-taught himself how to create clothing and create the aesthetic he was going for. Having grown up skating in a town right outside Santa Barbra, it made sense that in teaching himself how to be a designer, he would want to create a pair of shows that would be of use to him and people with his interests. In California, and worldwide.