Souvenirs Souvenirs Ep. 3 - Nicolas Alary

Creative and talented individuals worldwide sharing their cherished merch gems!

In this third episode of “Souvenirs, Souvenirs” Nicolas Alary, co-founder of Holybelly and producer of Holybelly Studios, takes us on a journey.

Photographer : Sylvain Ali
Nicolas Alary - co-founder of Holybelly and producer of Holybelly Studios - Paris, France.

Hello Nicolas, before we get into the merch details, could you share with us your journey leading up to the opening of Holybelly?
For seven years, I embarked on a journey with my life partner Sarah. After completing our studies in audiovisual, we ventured to England, then to Vancouver, and ultimately found ourselves in Melbourne, Australia. It was there that we immersed ourselves in the vibrant coffee culture. Despite lacking formal diplomas, Sarah delved into the culinary world, while I honed my skills as a barista. As our visas came to an end in 2012, we made our way back to Paris.

Left: Cookbook - Joe Beef (Montreal, Canada) - “Cookbooks aren't really my thing. There's an abundance of them, and many often lack that sense of "fun." In my opinion, the two volumes from Joe Beef stand out as an indisputable reference in this realm.”

Right: Mug - Everyday Coffee (Melbourne, Australia) - “This is the coffee shop of a dear old friend from the past. I recently shared a photo of this mug, and he reached out saying something like, "Wow, you still have it! Make sure not to break it! They're no longer available anywhere!”

When you came back to Paris in 2012, was it a straightforward choice to establish Holybelly?
Back in 2012, the concept of Australian café culture was just beginning to take root in Paris, with establishments like Ten Belles and Télescope leading the way. We embarked on our journey in a modest manner, securing a 69 m² space at 19 Rue Lucien Sampaix in the 10th arrondissement. This former couscous restaurant underwent a complete metamorphosis into an Australian-inspired space.

From this former couscous restaurant, Holybelly underwent a complete metamorphosis into an Australian-inspired space, accommodating around 30 patrons and operating daily from 09:00 am to 5:00 pm.

Left: T-shirt and Poster - Holybelly (Paris, France) - “In 2014, during a trip to New York, Sarah and I purchased "Hamburger America" by George Motz from a bookstore in the Lower East Side. Back in Paris, I accidentally left the book on a shelf. Fast forward five years, I made the decision to send an email to the author, a sort of message in a bottle, suggesting the idea of organizing a smash burger event at Holybelly. To my astonishment, George Motz responded. "A Night Of Smash Burger" came to fruition, and Kelh took charge of creating a T-shirt and a poster. The result was astounding – we managed to sell 200 tickets in just 15 minutes.”

Right: T-shirt - Martin's Famous Potato Rolls and Bread (USA) - "George Motz, the burger legend in the United States, gave me this t-shirt during his visit to Paris for our event 'A Night Of Smash Burger.' Martin's buns are unquestionably the best in the world!"

How did you establish Holybelly's identity?
Our approach was straightforward: we focused on a hands-on approach to everything. This philosophy was reflected not only in the name but also in the menu and service. We believed that if food is regarded as sacred, then the quality, freshness, and seasonal nature of ingredients, the level of service, the welcoming atmosphere, and even the visual identity should all align with this sacredness.

Holybelly has an impressive merchandise collection. Can you describe the process of developing it?
In our inaugural year, we independently designed our logo, cards, and menu. Later, in collaboration with Those Jazz Cats in Sydney, we brought our visual identity to life, resulting in the now-iconic t-shirt that remains close to our hearts even after a decade. In 2019, we broadened our range of merchandise to include Bernardaud porcelain plates, mugs tailored for filtered coffee, and our signature homemade "Mother Sauce." We set up both a physical showcase for our merchandise and an online store, a rarity in the industry.

Left: T-shirt - Holybelly (Paris, France) - “This T-shirt marks the inception of our journey with Holybelly. It was an Australian server from that period who introduced us to his friends at the design studio, Those Jazz Cats. They grasped the essence of our idea in an instant and presented us with this tee that has been a constant companion ever since.”

Middle: Cap - Holybelly (Paris, France) - “Each year, we make an effort to bring something enjoyable to our team during the holiday season. Two years ago, we partnered with Kelh to design a cap and two sweatshirts inspired by American universities. This collection was named the Holybelly University.”

Right: Sweatshirt - Holybelly (Paris, France) - “The Champion project holds personal significance for me. This sweatshirt was created in collaboration with two loyal restaurant customers: Ben from Champion and Kévin Lhuissier, also known as the designer Kelh, a close friend of mine for a long time. Given my strong connection to boxing, I wanted to incorporate this theme into our merchandise. Crafted in a limited edition of 50 pieces, the sweatshirt was exclusively available to the Holybelly staff and our circle of friends.”

How can merchandise transform the restaurant experience?
Merchandising possesses a unique ability to foster connections and sometimes even enhance reputation. In this way, merchandise becomes an extension of positive emotions. Merchandising serves as a powerful means to spark conversations.

"In this way, merchandise becomes an extension of positive emotions, providing restaurateurs with added tangible and documentary support."

T-shirt - In-N-Out (Arizona, USA) and St Viateur (Montreal, Canada) - “I hold in my hands a gift from a customer: an In-N-Out t-shirt. Over in the United States, each state has its own t-shirt, and this one represents Arizona. I'm wearing a St Viateur t-shirt, hailing from the Montreal institution famous for its bagels, where Sarah and I visited last April.”

The original Holybelly t-shirt has certainly been on quite a journey, hasn't it?
In 2018, on a spontaneous impulse, I sent a Holybelly t-shirt to the "Hot Ones" show. Before long, Sean Evans was sporting our t-shirt alongside Jack Black. I also kicked off the "T-shirt Swap" project. I posted a simple announcement on social media, inviting hospitality venues and grocery stores to exchange their merch for ours. I ended up receiving 150 envelopes from around the globe, including some from remote corners of Japan. This endeavor resulted in an impressive array of t-shirts originating from the most unlikely of places. I've even entertained the idea of cataloging these t-shirts someday, possibly compiling them into a book.

What stands as your all-time favorite merch item?
My most cherished t-shirt comes from A1 Bakery in Melbourne. I had to persistently pursue it, as they don't typically sell it. This particular t-shirt embodies all that I hold dear and symbolizes an establishment I deeply admire.

Left: Sweatshirt - Wild Card (LA) and Sugo (Toronto, Canada) - “On the left, I've hung the hoodie from the renowned Wild Card boxing gym in Los Angeles, where I had the privilege to train earlier this year. On the right, we have the hoodie from Sugo restaurant in Toronto, affectionately known as the "red sauce joint". This eatery is renowned for employing young boxers, and Sugo actively supports the boxing community.”

Middle: T-shirt - A1 Bakery (Melbourne, Australia) - “A1 Bakery holds a legendary status in Melbourne. Their spinach and cheese boreks, cooked over an open wood fire all day long, are truly exceptional. Despite not having "official" merchandise, I was able to obtain this t-shirt through a discussion with the manager.”

Right: T-shirt - Jon & Vinny’s (LA, USA) - “Honestly, I received this t-shirt before even dining at Jon & Vinny's in LA. A good friend of mine brought it back for me, adding to my collection of merchandise. Having dined there now, I can confidently say that Jon & Vinny's is a fantastic restaurant, precisely the type I admire: delicious, straightforward, and exceptionally efficient.”

T-shirt - Brutos (Paris, France) - “Ninon and Lucas from Brutos are friends. I met Lucas back in the days of the first Holybelly. He would come to the bar and order two cappuccinos, and we would have conversations while I was working. At that time, he was in the process of opening Brutos. As I often say, we know how their story unfolded!”

Words : Julien Dô Le Pham
Images : Sylvain Ali