The immaculate attention to detail in Amiri’s clothes may not be obvious at first glance. His signature MX1 jean, requires several months to hand sew, destroy, and then rebuild, adding French plongé leather patches. The line is carried by more than 140 stores worldwide, including The Webster in Miami, Montaigne Market in Paris and Antonia in Milan. Amiri launched a women’s capsule collection earlier this year, with soft, feminine versions of grunge classics like cardigans and plaid shirts. He also premiered a new line of sneakers and bags at Maxfield last June.
Though the collection has grown, Amiri has kept his hyper detailed approach. “The brand really started organically, and I made something really significant and special,” he explains. “When I worked on the denim I did each piece myself. Everything was thought out and meticulous because you’re only making a few pieces. So when the collection grew I didn’t want to change anything that made that garment as special as it was … Being a young brand and entering a global luxury market with no real history or legacy you need to shine in a different way and take different measures. You have to go the extra mile.”
Being a young brand and entering a global luxury market with no real history or legacy you need to shine in a different way and take different measures. You have to go the extra mile.
That’s how Amiri’s most singular idea came to him: marking t-shirts and denims with the blast of a shotgun, leaving on the fabric a pattern of holes that is completely unique to each individual item. “I thought what if you create something beautiful with the best fabrics in the world and sewed it so meticulously and then do the unthinkable which is shoot it with a gun. What does that juxtaposition create and how rare could that be?”
Amiri has created his version of luxury, infused with the energy of LA’s beaches, streets, celebrities and bohemians. “Luxury has certain elements now that it didn’t have before because the world is changing,” he says. “You’re exposed to so much through social media. Luxury itself can’t just be an item with a high price tag … whether it’s a t-shirt shot with a shotgun, it’s something you can discuss. It needs to be something that’s rare, that’s special, remarkable, scarce. Discovery is an important element of luxury now. It’s easy to go somewhere and buy something you know about. But to go somewhere and find something you’ve never heard of and be touched by a certain energy, a certain excitement. That’s luxury.”