Field Note 05: Legacy 2.0

Hello everyone,

Make yourself a cup of tea or pour a glass of wine. It’s time for Field Note 05.

Back in the peak of reality TV, around 2014, E! launched a show called Rich Kids of Beverly Hills. I’d just moved from South Africa to Dubai and was working at Lamborghini, so naturally, I binged every episode. The series premiered on January 19, 2014, and ran for four seasons, following twenty-something millionaires and billionaire heirs flaunting their inherited fortunes.

Fast-forward 11 years, and a couple of countries later, to one of my usual 5km morning walks through Parco Sempione here in Milan. I tuned into my favorite podcast, The Gstaad Guy, and guess who the guest was? Nicolas Bijan.

So, who is Nicolas Bijan?

Nicolas was the boyfriend (now husband) of Roxy Sowlaty, one of the Rich Kids cast members. While not officially part of the show, he appeared often, always suited up, often behind the wheel of his father’s iconic “Bijan Yellow” Rolls-Royce Phantom Drophead Coupe.

If you don't know Nicolas, you might know his father. Bijan Pakzad, the Iranian-American menswear designer who opened the House of Bijan on Rodeo Drive in the mid-’70s and built a reputation for ultra-luxury. His boutique dressed presidents, royalty, and Hollywood’s elite. He collaborated with Bugatti on ten bespoke Veyrons, created fragrances with Michael Jordan, and made “Bijan Yellow” synonymous with opulence. Here's a full history lesson.

When Pakzad passed away in 2011, his 19-year-old son Nicolas inherited the empire, and five years later, Nicolas sold the Rodeo Drive boutique to LVMH for a reported $122 million.

So what does an heir raised among royalty, dignitaries, and celebrities, accustomed to the world’s finest service, do next?

Well, he reinvents it.

NB44 is Nicolas Bijan’s invitation‑only luxury menswear label designed for a community of global members.

Here’s the playbook:

Invitation‑Only Access
You can only buy NB44 clothing if you’re invited and invitations drop seasonally.
Fully Bespoke Collections of the Highest Quality Materials Imaginable
Once you’re in, the team learns your preferred colors, fabrics, and measurements…then crafts each collection just for you. Materials are sourced globally (think denim from Japan and cashmere from Mongolia) and all items are hand-made in Italy. A typical sports jacket takes 40 hours to make!
Seamless Delivery & Concierge App
Heading from Monaco to St. Moritz for the weekend, and you need your sports jacket for that dinner at Balthazar? No problem! A tap in the app reroutes your delivery right to your door.
Private Events (Because what is a Community without Events?)
Exclusive gatherings where members mingle and you might even catch Nicolas himself in conversation.

All this got me thinking. In a world where heritage is sacrosanct, NB44 feels like it may be a glimpse of the future of luxury: legacy meets next‑gen convenience.

Could this invitation‑only, fully bespoke model be the blueprint for luxury’s next era?

I guess we'll just have to wait and see.

If you’d like to hear Nicolas Bijan’s story firsthand, check out his episode on The Gstaad Guy Podcast