Beginner's Guide to Amiri
From designing outfits for hip-hop artists to opening a store on Rodeo Drive, an overview of Mike Amiri’s eponymous luxury brand.
Designer. Rockstar. Prince of skinny jeans. American-Iranian designer Mike Amiri established his namesake Los Angeles label in 2014, having cut his teeth creating stage outfits for notable musicians, writing songs with K-pop hip-hop artists and working as a consultant for several iconic fashion houses. Taking a DIY approach to grunge aesthetics, Amiri has become a staple among rappers and rockstars alike, evolving into an influential force in the world of luxury.
In 2014, Mike established the label while working out of a basement under a Thai restaurant on Sunset Boulevard. After posting a classified ad for assistance, he was joined by a pattern cutter who was also a trained tailor. Melding the sartorial stylings of Kurt Cobain, Keith Richards and various hip-hop influences with a maverick West Coast sensibility, the pair worked at a steady pace, ripping apart one jacket at a time and sharing the reconstructed results on Instagram.
Straddling the line between streetwear and luxury, Mike was invited to design a capsule collection for concept store Maxfield. By 2015, the brand had introduced women’s ready-to-wear, footwear and accessories, finding favor among influential figures including Justin Bieber and Gigi Hadid.
2018 was a landmark year as Mike became a member of the CFDA, earned a nomination for the Swarovski Award for Emerging Talent at the CFDA Fashion Awards and won the Emerging Talent Award at the Footwear News Achievement Awards. At this point, the brand had become one of the most referenced in hip-hop, as well as a perennial presence in the entrance tunnels of basketball stadiums.
In 2020, Amiri opened its first brick-and-mortar location on Los Angeles’ Rodeo Drive. Additional outposts have since opened across America, as well as the Middle East and Asia.
Amiri Apparel
Far evolved from the days of customizing jackets in a basement, Amiri’s product catalog has expanded to include T-shirts, hoodies, hats, shorts, belts, sweatshirts and, most notably, MX1 jeans.
Hand-distressed skinny moto jeans with appliqué detailing are the fulcrum of Amiri’s product catalog. Working out of the brand’s vast LA studio, Mike has compared the process of deconstruction to surgery, citing the traditional approach as a fundamental component of the label’s DNA. Amiri’s denim design language has also evolved with time, particularly in regards to silhouette, as evidenced in the Fall 2021 collection that featured a myriad of bootcut styles.
Grunge aesthetics are central to the Amiri aesthetic, with flames and skull-and-bones iconography a familiar motif. Hardware such as Swarovski crystal detailing and sequin embroidery is also a routine decoration, adding a touch of glam to seasonal collections.
Amiri Shoes
Until 2020, Amiri’s sneaker catalog primarily consisted of boots and minimalist models that put a luxury twist on the Vans Slip-On. That design language has remained mostly unchanged, with the label known for filtering iconic athletic and streetwear styles through an artisanal lens.
Amiri’s distinctive footwear offering expanded with two new models at Paris Fashion Week. These new designs comprised the Skel Top, a basketball-style shoe bearing similarities to the Air Jordan 1, and the Bone Runner, a chunky running shoe composed of suede and mesh panels. Additional signature shoes include the Sunset baseball shoe and the MA-1 luxury skate shoe.
Amiri Collaborations
Amiri x Playboy
For Pre-Fall 2021, Amiri rendered Playboy’s bunny-print motif through its distinctive luxury point of view.
Amiri x Chemist
Working with independent LA upstart and fellow Maxfield staple Chemist, Amiri presented a capsule collection that paired Chemist’s star motif as an overlay on its signature distressed denim.
Amiri x Grateful Dead
Amiri partnered with Warner Music for a Grateful Dead collaboration that saw the jam band’s Marching Bears motif and psychedelic swirl pattern hand-painted on various garments.
Amiri x Zig Zag
For Spring 2022, Amiri brought Zig Zag’s vintage-inspired rolling paper packaging to opulent silk shirts and shorts.
Amiri x Wes Lang
Amiri and Wes Lang opened up a creative dialogue for Fall/Winter 2022. The New Jersey-born artist brought hand-painted, goth-tinged depictions of skeletons and werewolves to an array of extravagant Amiri styles.
How to Style Amiri
Despite drawing inspiration from rock ‘n’ roll culture, Amiri is a versatile styling option that goes beyond a uniform aesthetic. Skinny jeans can be paired with baggy hoodies or leather biker jackets alike. For a more formal look, consider a statement jacket with wide-leg pants, or knitted outwear and cashmere trousers.
Brands Similar to Amiri
Amiri’s design sensibilities are mirrored by a number of brands. Mike’s approach to slim silhouettes has drawn comparisons with Celine’s Hedi Slimane—widely regarded as the godfather of biker chic—while his commitment to craft and quality is mirrored by Los Angeles neighbor Fear of God. The use of uncompromising graphics and luxury silk materials is reminiscent of Palm Angels and Casablanca, respectively.
Amiri FAQ
Who is the creative director of Amiri?
Mike Amiri is the creative director and founder of Amiri.
Who started Amiri?
Mike Amiri founded his eponymous brand in 2014 in Los Angeles.
Who is Mike Amiri?
Mike Amiri is a Los Angeles-based designer and the founder of luxury brand Amiri. Prior to founding Amiri, he worked as a consultant for brands and created outfits for rappers and rockstars.
When was Amiri founded?
Amiri was founded in 2014.
Where is Amiri made?
Amiri makes its products in the Arts District of Los Angeles. Materials are sourced from a mix of countries, including Italy, Japan and France.
How do Amiri shoes fit?
Amiri shoes fit true to size. They are also optioned in half sizes, which may be suitable for people with wider or narrow feet should they prefer to size up or down for a roomier or tighter fit, respectively.
Do Amiri jeans fit true to size?
Yes, Amiri jeans fit true to size. The skinny styles tend to hug the skin, so people with a heavier build may wish to size up for a looser fit.
How to pronounce Amiri?
Amiri is pronounced Uh-Mi-Ri.
Where to buy Amiri?
You can buy Amiri on GOAT. Explore a curated collection of Amiri styles here.
How to tell if Amiri is fake?
GOAT uses machine-learning technology, digital authentication, in-hand verification or a combination of these methods to determine if Amiri items are fake or real. By doing so, we seek to ensure the Amiri pieces you purchase are both authentic and as described.
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