About George Altirs
Resilience, creativity, and vision are at the heart of the designs that have made George Altirs’ Capelli New York brand an international success. These are also the guiding principles that George has used to shape his career and life.
Raised in the northern village of Mejdalaya, Lebanon, George always had his sights on success, despite a humble upbringing. From a young age, he loved the idea of trading. After graduating from college, he had the opportunity to relocate to France to further his education or move to the United States for work.
After moving to Brooklyn in the late 1980s, George took an entry-level job in the city, where he picked up the experience—and motivation—to create his own business. By 1990, George had established GMA Accessories with his brother Masoud ‘Mike’ Altirs. Operating out of their basement in Brooklyn, the two brothers began manufacturing hair accessories. Over the next 25 years, GMA, doing business as Capelli New York, would become a leading innovator in the fashion industry, and one of the pioneers in New York to establish an art department. During that time, the company diversified and expanded internationally, and has become a one-stop shop for many prominent fashion retailers, while at the same time partnering with high-end licensed brands1. George would eventually create GMA Shanghai in China, and establish Capelli Europe, which includes a headquarters in Germany and design studios in London and Italy.
Though George attributes many of his own achievements to hard work and a strong focus on emerging trends, finding success has also meant finding the best talent in the industry. George Altirs remains the linchpin that holds together a close-knit community of over 3,000 employees, who embody the core values that George lives by in his own personal, business, and philanthropic life: honesty, integrity, vision, and attention to detail.
When making business decisions, George considers his team first, and over the years, many of his employees have become like family. Yet that mutual respect which defines Capelli New York culture finds another outlet, in George’s passion for soccer.
A soccer enthusiast, George Altirs has played the sport since an early age, in part to escape the devastation in war-torn Lebanon. To this day, George’s passion for soccer finds its way into many other aspects of his life, including his business and philanthropic pursuits. He religiously attends each World Cup, exploring nations across the world. In 2011, the Capelli Sport was created, a subcategory which offers innovative training equipment, gear, and uniforms for athletes across the globe.
George is also a member of the U.S. Soccer Foundation and established the United States Soccer Development Academy’s member club Cedar Stars Academy. Today, Cedar Stars Academy (CSA) has a well-earned reputation as one of the best developmental programs in the country. CSA also operates clubs in Denmark and Ghana. George’s dedication to soccer and youth development also led him to turn one of his New Jersey properties into the Capelli Sports Center, an indoor recreation center for hundreds of youths. In 2022, The Capelli Sport Complex, in Monmouth County, New Jersey was completed. With 5 full-sized outdoor fields, plus a domed full-sized field and 2 full-size basketball courts that are also lined for pickleball, futsal, and volleyball, the Capelli Sport Complex can host everything from local rec leagues to national tournaments in a variety of sports.
George has acquired ownership of a half-dozen professional clubs on two continents. Included in this group are HB Køge, whose women’s team has quickly become a powerhouse in Danish soccer by winning three domestic titles and competing in the UEFA Champions League, and the Germany’s MSV Duisburg, recognized as one of the world’s oldest soccer clubs (founded in 1902). Other pro clubs owned by George include Lithuania’s Utenis Utena, Denmark’s KFUM Roskilde, England’s Barnsley WFC, and Ghana’s Inter Allies FC. He also hasn’t forgotten his roots, and donates uniforms to the Lebanese National Football Team and his hometown team, Al Salam Zgharta.
Continuing to support his home country, George has also established the nonprofit Altirs Foundation, which provides scholarships and a wide range of youth development initiatives for students in the United States and Lebanon who can’t afford an education. His dedication to hard work and education as guiding principles in a successful life has also led him to support The Holy Spirit University of Kaslik (USEK)’s higher education opportunities for underserved students. In 2015, George was awarded an honorary Doctorate in Business and Commercial Sciences from the university. He has also served as Chair of the Board of Trustees since October 2017.
An embodiment of the classic “American dream” story, George Altirs has steadily woven together a diverse but unified patchwork of interests and expertise to support the causes and people he cares for most. Among his many philanthropic endeavors, George is a major donor and supporter of charities including K.I.D.S/Fashion Delivers, Fashion Accessories Benefit Ball, Social and Economic Action for Lebanon, the Roslyn S. Jaffe Awards, and the Police Athletic League of New York City.
George Altirs lives in New Jersey with his wife, Elisabeth, and their seven children.
1 As of 2017, Capelli New York’s licenses include Badgley Mischka, ARMY, Cover Girl Active, among several others.
2 George’s work with teams and clubs is ongoing; check the Soccer and News tabs for updates!