Destroy to Give New Life: AMIRI SS17

Los Angeles-based upscale streetwear label AMIRI crafts yet another phenomenal collection of classic destroyed and deconstructed styles influenced by the ‘80s and ‘90s underground punk-rock, grunge scene of Hollywood for the spring/summer season.

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Creative Director Mike Amiri started his namesake label in 2013 in partnership with Los Angeles high-end boutique Maxfield after obtaining over 10 years of experience designing luxury products. He has received worldwide recognition for his design execution while developing projects for Helmut Lang, J Brand, RRL (Ricky & Ralph Lauren), and most recently BUSCEMI (where he became head designer in 2014). Mike utilized his immense knowledge and priceless experience during his time with these brands and applied it to his own influences to create his own personal aesthetic inspired from growing up in the streets of Hollywood and Sunset Boulevard. His fascination with denim came at an early age, shopping for pairs at vintage stores, deconstructing them, analyzing the construction process, and repairing/distressing his own custom details.

(via @mikeamiri_)

The story of AMIRI is quite unique compared to its competition (Saint Laurent, Balmain, and Givenchy) in that the brand delivers an honest representation of the core California lifestyle, maintaining the entire manufacturing process in downtown Los Angeles while still meeting the requirements of these 100-year old Parisian fashion houses. The label takes great pride and pleasure in sourcing the most premium fabrics in the world and producing intricate, labor-intensive details that most larger scale brands and fashion houses either have no desire to do or possess difficulties in producing them at mass-market scale. The company illustrated this commitment by investing their first paycheck into building their own wash house that would only work for the atelier to maintain the highest quality control possible for distress, wax, repair, and highlight processes.

(via @upscalehype)

Whether sourcing cotton loop-terry from Japan, selvedge denim from Candiani, Milan, or RiRi zippers from Switzerland, the label does not cut any corners when it comes to crafting their upper echelon apparel. Treatments such as 3-D whiskering are used on their denim to create a stacked leg appearance and natural-wear effect to articulate the underarms, elbows, and cuffs of jackets. For his contemporary interpretation on the flannel, he created his own pattern, digitally printed it onto a suede shirt, and hand sanded it for a rugged look. From time to time, Mike even shows unique nods to his childhood music idols like Steven Tyler and Axl Rose by adding plonge cow fringe to the leather pant style.

(via @upscalehype)

Two of the brand’s most popular design details that define their DNA are the hand-pleated leather on their MX1 jeans and shotgun-blasted distressing for their tees, hoodies, and trucker jackets. The denim is repaired with French plonge leather that is meticulously hand-pleated for hours, then they’re sent to be ground down and slightly waxed to create the reimagined grunge moto jean. Once they have their cashmere knitted shirts and hoodies assembled in their factories, AMIRI sends them out to Joshua Tree to get blasted by shotguns for a one-of-a-kind destroyed effect.

(via @upscalehype)

The “half-cowboy, half-vampire” vibe will remain consistent for the brand going into the future. Amiri has been quoted various times pronouncing that, “Every collection is another page from the same book”, so they will not reinvent themselves every season. AMIRI admits that his apparel is not cheap, but the brand believes that the integrity and stories put into each garment give priceless value to consumers.

Collection Standouts

Art Patch Jean $1,350.00

  • Denim imported from Candiani, Milan (Italy)
  • Slim-tapered fit
  • Custom assorted patches/hand-pleating (bandana, leopard, checkered)
  • Hand-distressed rips & abrasions

Shotgun Trucker Jacket $1,750.00

  • Italian selvedge denim
  • Imported Swiss hardware
  • Individually shotgunned in Joshua Tree, California

Shane Boot $990.00

  • Vesuvio suede upper
  • Full leather lining
  • Single leather sole, half rubber heel
  • RiRi zipper

Checkered Pullover Hooide $690.00

  • Mid-weight cotton loop terry from Japan
  • Cashmere-cotton ribbing
  • Raw-edge hem
  • RiRi zippers

Leopard Bomber Jacket $1,850.00

  • Japanese cotton = shell fabric
  • Silk charmeuse = lining fabric
  • Cashmere-cotton ribbing
  • RiRi zippers

The spring/summer collection released on the online shop Thursday night and currently available for purchase, as well as at select stockists.

Follow AMIRI


Author: Mike Doering


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