AMIRI’s SS20 collection celebrates the 50th anniversary of Woodstock and rock-icon Jimmy Hendrix. The collection looks to Woodstock’s collective ideal, embracing a mindset of peace through togetherness, love and a deep connection to the heart of nature.
Taking inspiration from the Summer of Love and its guitar heroes, the color palette sticks to earthy tones and pastel variants. Fusing beatnik and bohemian into the luxury world, groovy fabrics such as suede and velvet take center stage. Be your own rockstar in relaxed tailoring, kick-flare ankles, and free-spirit crochet. Set the stage in tie-dye prints, jacquard roses, and caftan silhouettes.
Not be missed is the Jimi Hendrix capsule in which AMIRI introduces pieces featuring
original hand-airbrushed imagery authorized in cooperation with
Authentic Hendrix.
Scroll on down for an exclusive interview with the founder himself, Mike Amiri. From L.A. culture, to shotgun cashmere, to what AMIRI really stands for.
Does the L.A. lifestyle influence your designs for AMIRI? What was it like growing up in L.A. at that time?
The AMIRI style is based on the concept of LA’s effortless cool – there’s nothing too forced or trendy about it. It’s about timeless luxury pieces that speak to the unique creative lifestyle of each customer.
From the launch of the brand I always wanted to incorporate the incredible resources LA has to offer – particularly the local artisans and family owned manufacturing businesses that have been a part of the rich creative history of the city for decades. I wanted to highlight these techniques and showcase the level of execution a LA brand is capable of achieving.
Where did your idea for shot-gun cashmere sweaters come from? That’s a whole new level of customized luxury for a raw effect. Can you tell us more about the customization of your pieces?
I was at the Rose Bowl flea market and I met a guy who was shooting vintage clothing in Joshua Tree. The way the fabric was distressing was so beautiful. I thought, this would be great to do to cashmere – take a luxury fabric and shoot it. It creates an effect on each garment that is hard to duplicate – no piece looks the same and this enables us to create pieces that are truly unique. It also provides a great story for the person wearing it.
You were a consultant before launching AMIRI. Was this always part of the plan or did it happen organically?
The desire to launch AMIRI was super-organic. It started from me deciding that I didn’t want to show on a regular schedule or go through some sort of distribution or sales platform. I wanted to make pieces that were really special and unique in the process, but I wanted to do it my way. This enabled me to create a business that is authentic to me and modern in approach. I think our customers relate to my story and many have followed along and witnessed the growth of the brand on Instagram since the beginning.
What are some of your favorite style influences?
There are many modern-day rock stars who inspire me. I think of rock n roll more as a mentality, rather than just connected to the world of music. Anyone being authentic in their field and living out their dreams inspires me.
AMIRI has a strong rock’n’roll aesthetic, yet compared to its precedents, it feels more raw and gritty. What do you think it is about your brand that exudes such a fresh appeal?
I think what sets me apart is my unique point of view of LA and rock n roll style through a luxury lens. The freedom and spirit of LA and its melting pot of subcultures has served as inspiration to many designers, but I think we are doing it in a different way. I grew up in LA in a landscape of rock stars and skaters, quite different from the luxury world of fashion. My deep California roots and spin on luxury fashion speaks to my vision. I think my story resonates with a lot of people globally.
Men’s
Women’s
Portrait of Mike by Jiro.
A special thank you to Mike Amiri.
