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The Evolution of AMIRI and Its Luxurious DNA

Mike Amiri got his start in fashion by creating bespoke pieces for musicians like Axl Rose and Steven Tyler. After much success in Los Angeles, he began working with stylists and fashion brands to capture a sense of authentic west coast rock ‘n’ roll.

In 2014, Amiri launched an exclusive capsule collection for Maxfield in L.A.—his first full line for the public under the eponymous label AMIRI. As a combination of rock ‘n’ roll fashion mixed with casual streetwear, the pieces were directed toward a consumer looking for a modern take on luxury. Since, AMIRI has cultivated that aesthetic, becoming a go-to brand for edgy long-lasting pieces like jeans and leather jackets.

Recently at Goodman’s Bar for a New York Fashion Week cocktail reception, Whitewall caught up with Amiri to hear about what’s new for the brand, and how L.A. still inspires him.

AMIRI Mike Amiri; photo by Yvonne Tnt for BFA; courtesy of Bergdorf Goodman and AMIRI.

WHITEWALL: Tell us a bit about AMIRI. How has it evolved since its inception?

MA: In 2015, after the success of the capsule collection, the brand expanded distribution and I introduced women’s ready-to-wear, footwear, and accessories. Within 5 years, AMIRI has secured placement within many of the most coveted luxury retailers in world becoming one of the first Los Angeles-based collections in the designer menswear market.

WW: What do you think luxury is today?

MA: Experience, authenticity, transparency.

AMIRI Photo by Ronan Gallagher; courtesy of AMIRI.

WW: Tell us a bit about how L.A. culture influences you.

MA: L.A. represents a melting pot of diverse subcultures, which have inspired me since I was young—skaters, musicians, rock stars, and artists.

WW: How would you describe your personal style? 

MA: Effortless, classic, nothing too forced.

WW: Tell us a bit about your latest collection.

MA: I explored the narrative of a touring musician propelled to a luxury, global lifestyle. We introduced luxury classic materials like tweed and bouclé in our suiting, two-piece sets, and cropped jackets.

WW: Your label is sold in places like Bergdorf Goodman in New York, Galeries Lafayette in Paris, Selfridges in London, and Joyce in Hong Kong. What does being presented at BG mean to you? 

MA: BG carries and supports brands who represent the highest level of luxury from around the world. It has always been the context that I had imagined participating within, which makes our presence in the store that much more meaningful.

AMIRI Photo by Ronan Gallagher; courtesy of AMIRI.

WW: What AMIRI piece do you feel defines the aesthetic DNA of the brand?

 MA: Our classics—jeans and leather jacket.

WW: What are you working on next?

MA: The Spring/Summer 2021 collection and our store opening on Rodeo Drive this summer.






Whitewall is looking back on the Fall/Winter 2024/25 runway shows from Hermés, KidSuper, EGONLAB, AMIRI, AMI, and KENZO.


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