How did NIMANY start its business? NIMANY started life as a T-shirt brand. The idea was simple. We wanted to make Persian calligraphy popular. We wanted to give it a contemporary feel and make it street fashion. I had lived this dream since my teenage years in Tehran but it was the streets of New York City that finally made me do it. The T-Shirts found their audience immediately. It turned out that I wasn’t alone in being intrigued by the fusion of Persian motifs with the modern T-Shirt. The scarves were next. We found an ever-growing niche. How did you decide to use Iranian culture in NIMANY's products? In the years since, the world of fashion has continuously changed. Streetwear is the new luxury. Our audience wanted more and we had to deliver. I knew exactly where to look fto find the kind of opulence required by this new turning point: the Iranian culture. Although you might not know it by the grey media coverage, the Iranian culture is filled with exuberance and extravagance. The more our research and development team looked, the more inspiration they found: we had found just the right source. Thus, a brand new NIMANY was born. We brought along jewelry, accessories and handbags. Each product told a story, steeped both in ancient tales and modern cosmopolitanism. The epic tales of the Persian Book of Kings now lay inside an evening handbag fit for the lavish galas. The fashionistas could now sport a choker adorned with a modern interpretation of Persian calligraphy.
Tell us about NIMANY house collection and the Persian carpets. The swirling world of fashion kept changing. Designers now loved to collaborate with studio artists. This was perfect news for NIMANY. The art works of Nima Behnoud had inspired so many of our products. They could now stand for themselves. These paintings that had inspired the designs of scarves and handbags but had never been shown themselves. Now the enthusiasts of art could hang original source of NIMANY products in their living room. We had come full circle this was the birth of NIMANY as home collection. It was natural for our next step to be towards that crowning achievement of Persian aesthetics: The Persian carpet. Our modern rugs hand woven in silk, wool and cotton, each designed by Nima to be an extraordinary blend of timeless calligraphy and cutting-edge contemporary scale are the latest offerings of our ever-growing brand. Born out of a dream concocted long ago, NIMANY’s journey of discovery and development continues. We are blessed to have never-ending sources of inspirations; the more we dig, the more extraordinary gems we find. We love the journey, as we love every stop on the way. When and how did you enter the world of fashion and clothing design? I am a Creative Director by profession and I have never studied fashion. After NIMANY was stablished and well received I decided to go back to school and get my masters in the business of fashion. When did you immigrate and why? I left Tehran, Iran in 1994 to study graphic design in San Francisco. Have you taken a special course for designing clothes? I am focused on the over all aesthetics of NIMANY Products and that is what I went to school for, “The Creative Direction”. On the technical side I am lucky to be surrounded by great technical designers who can bring my vision into reality.
Tell the story of the birth of NIMANY perfumes. Like many a brand, we had grown with our audience. We told a story of a rich culture in a way that was accessible to all. The beauty and magic of our culture could now be enjoyed by those who had never heard of it. The next step was to make them smell that scent of extravagance so endemic to the Iranian culture. Our fragrance products, for men and women, are called Leyli and Majnoon, story of a woman and a man, protagonists of that most complex of love stories in history. The paradoxical tale of love spun by a medieval Persian poet became the perfect emblem of Persian extravagance. The world could now smell it.
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المللے مجله فارسے زبان بین مجله پـــــــل،
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