news and releases
Brand Focus: AMIRI
Remember those good old Nickelback lyrics, “cause we all just wanna be big rockstars”?
If you found yourself belting along to that anthem, envisioning a life in the fast lane, chances are you were dressing your imagined self just like Mike Amiri would.
Although his luxury fashion brand wasn’t yet a reality, starting from 2013, Mike Amiri’s contemporary menswear became the go-to for fulfilling all rock-and-roll fantasies—on the fashion front, at least.
History
Mike Amiri's path into fashion wasn’t exactly straightforward.
Born and bred in Los Angeles to Iranian parents, he initially followed the traditional route at his parents' behest, attending law school.
While studying then working with the music industry, Amiri exercised his passion for crafting clothing on the side.
Creating custom stage attire for music icons like Steven Tyler and Axl Rose gave him the confidence needed to divert away from law and towards his own fashion venture.
In 2014, Amiri debuted his eponymous fashion line with a capsule collection at the well-known LA boutique, Maxfield. His first offering featured customized vintage, embellished jeans, and T-shirts riddled with shotgun fire holes.
Shaped by his upbringing in the heart of Hollywood with all its subcultures, AMIRI's aesthetic melds Californian streetwear with rock 'n' roll nostalgia.
Over the years, AMIRI evolved into a global luxury brand loved by rockstars, whether real or at heart.
What is Amiri Known For?
AMIRI is known for its edgy yet sophisticated designs, which appeal to a variety of crowds seeking a unique blend of luxury and urban fashion.
Its style has evolved over time to offer more contemporary silhouettes, however, the rock 'n roll attitude has been a constant.
The brand has expanded into accessories and footwear, becoming an all-round luxury brand, but it is most loved for its distressed denim and leather jackets.
Speaking of distressed jeans, they're a cornerstone of AMIRI's repertoire. We mentioned the shotgun t-shirt already. Well, guess how the shotgun jeans are made… that’s right, they too get blasted by a real shotgun!
It comes as no surprise that AMIRI is a go-to brand for musicians—it has been worn by the likes of Justin Bieber, Jared Leto, Maluma, Shakira, LaKeith Stanfield, Travis Scott, and old-school legend Keith Richards. Just to name a few...
What about the Price Tag?
So what’s the catch about AMIRI’s rockstar lifestyle? You basically have to be one to afford his clothing (you can find discounted prices here at Threadspy though!).
It’s not just about image, however. AMIRI’s allure lies in meticulous craftsmanship and attention to detail. Premium materials from France, Italy, and Japan—including denim, leather, and silk—are all assembled and finished in LA by local talent.
Many of the jeans undergo painstaking processes to achieve their special effects.
You already know about the shotgun jeans; others involve hand-distressing, patching, embroidery, and even Swarovski crystal studding. All jeans get their signature softness thanks to a final silicone wash.
Who Owns Amiri?
Mike Amiri owns the brand and is the creative director; however, in June 2019, Renzo Rosso’s OTB, which owns Diesel, Marni, and Maison Margiela, took a minority stake in the Amiri brand.
Sizing and Care Tips
You should always check individual items’ wash tags. However, when it comes to the brand’s famous jeans, we have some extra tips worth knowing.
Amiri's classic 5-pocket jeans are crafted to fit super snugly, just like all the great rock stars wear them. Though they’re made with heavyweight denim, they’re also cut with elastane to make them less stiff—flexibility is important for on-stage antics!
If you want to follow AMIRI's true vision, then wear the jeans true-to-size. Amiri does also produce some more relaxed jean styles though.
The best way to look after your $1,000 Amiri jeans? Dry clean them. Some denim heads even follow a no-wash philosophy to preserve the jeans original look and feel. We understand this isn't for everyone.
You should, however, avoid doing a full wash for every little stain. Spot clean instead using a damp cloth or toothbrush and some diluted dish soap.
Always use a mild detergent to minimize bleaching. Hand washing is the mildest method of washing denim. Soak your jeans for 30-45 minutes then rinse and hang them out to dry.
If machine washing, opt for cold water on a delicate cycle, turn the jeans inside out, with zippers and buttons fastened to prevent snagging. Avoid bleach and fabric conditioner to preserve the denim's integrity. Wash them alone or with similar coloured items.
How to Spot Fakes
Fake jeans aren’t very rock ‘n roll, so one way to spot genuine AMIRI jeans is by examining the wash tags; thin inscriptions are what you want, so if the lettering seems thick or clumsy, then something fishy is going on.
The differences can be quite subtle, however, so just stick to trusted retailers and you'll be fine.
In essence, AMIRI isn’t just a brand; it's a lifestyle—proof that rock 'n' roll lives on.
Copyright and Content Use Notice
At THREADSPY we respect copyright and intellectual property rights. The images on this page are the property of their respective owners. If you wish for your content to be removed, please contact: [email protected].
You might also like
