AMIRI
A , BRAND AND FASHION DESIGNER
AMIRI IS A CALAFORNIAN LUXURY PRÊT-Á-PORTER BRAND
Amiri was founded in 2014 by Mike Amiri Pusa, an Iranian entrepreneur and creative director, who exported the aesthetics of west coast rock stars around the world. Today it’s one of the most appreciated brands by rappers who continually mention it in their songs, such as Drake, Future, Sfera Ebbasta and Migos.
The link with the world of music is profound; it’s the universe to which the creative director is inspired. Mike Amiri himself, before embarking on the path of fashion, called himself Micki Eyes and was one of the members of Drunken Tiger, a Korean hip hop group. After the music career, Mike Amiri approached the world of fashion and began to customize clothes recovered in vintage markets through homemade processing techniques. He decided to post his works on social media attracting the attention of some singers. He began working on a complete collection in a Beverly Hills apartment, where he designed, created and shipped his items. The turning point arrived when his line was marketed by Maxfield LA. The ascent started from there.
Amiri: Turning Point
In 2018 Mike Amiri was named Emerging Talent by the Council Fashion designers of America for the Swarovski Award. In January of the same year he made his debut on the Parisian catwalks. The brand, starting with the SS 2021 collection, decided to return to the catwalk in California, a tribute to the west-coast culture.
2019 was an important year in several respects: the nomination for the CFDA Fashion Award as Fashion Designer of the Year and the turnover that grew up to 60 million dollars. Renzo Rosso decided to invest in the brand, through the Otb group, entering with a minority stake.
Amiri FW 2020 by Ronan Gallagher
Brand Aesthetics
Amiri is not a streetwear brand, but a modern luxury brand that is characterized by the aesthetic of deconstruction and a lived-in look, ripped jeans and tie-dye sweaters. Kurt Cobain, Mick Jagger, the Sex Pistols and the culture of rock clubs are the worlds from which the brand draws continuous inspiration.
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