Browns launches music-linked Amiri exclusive capsule

​Farfetch’s Browns has linked up with LA-based Amiri for an exclusive capsule collection and installation that launched Wednesday in the The Focus Room at the retailer’s Brook Street, London, home.

Browns x Amiri

Celebrating “the love of music and luxury fashion”, it comprises 21 unisex ready-to-wear pieces and one pair of sneakers available at the flagship as well as via the retailer’s webstore.

The Focus Room “will be awash with hues of green and wooden panelling alongside a nod to the vinyl store with vinyl crates and neon-signage”. Alongside the collection, Browns and Amiri have teamed up with Soho’s Phonica Records, “providing an expertly curated selection of vinyls for customers to browse and purchase”.

The launch will also be celebrated as Frieze Week kicks off in London, with Browns hosting an exclusive event featuring live performances by Ojerime and a DJ set by Zakia.

The company said the link-up is infused with Amiri’s music links — the brand “consistently push[ing] the boundaries of luxury menswear; bringing together the love of music, community and product in one space”.

It added that the Amiri AW23 process “began with Mike Amiri in the Queens, NY studio of iconic hip-hop producer, DJ Premier, exchanging ideas and discovering archival cuts that link to the designer’s own formative years”. 

Taking cues from this collection, the Amiri for Browns capsule “is akin to a soundtrack. Full of inspiration and nostalgia, it draws upon Mike Amiri’s memories, replicating the notion of being in a recording studio: jamming, discovering new rhythms and new ways of playing with materials. The optimism of 50’s Americana weaves throughout the offering, paying homage to the transformative power of hip-hop music”. 

As for the items themselves, there are “subverted classics with unexpected design details; suiting that becomes an everyday signifier of comfort and elegance, as well as blazers which have been reimagined with the iconic properties of a varsity jacket alongside deconstructed shirts and pleated track pants. The collection is fluid with generous proportions and slouched shapes creating the perfect unisex capsule”.

Mike Amiri said: “Browns has an incredible reputation for housing the most innovative and prestigious brands in the world. We really admire the store’s commitment to this ethos and unique way of presenting its collections. These values resonate with our own, and there was a shared vision that came together very easily and organically.” 

And Browns Senior Menswear Buying Manager Thom Scherdel added: “We have been working with Amiri since its inception and have loved watching the brand thrive to become a luxury power player standing shoulder to shoulder with some of the biggest names in fashion both commercially and culturally. The AW23 show had so much identity and we wanted to harness the momentum and look at ways we could build on it and create an exclusive capsule that would be even more relevant for the Browns customer.” 

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