Mike Amiri is thinking even bigger

Last January, Mike Amiri, founder of the Amiri brand, presented his latest show in Paris, inspired by 90s Hollywood. A theme the designer is familiar with, having grown up on Sunset Boulevard. The brand, which is celebrating its tenth anniversary this year, now boasts 14 boutiques and over 500 retailers worldwide. Amiri aims to continue expanding into new markets, while using its platform to make a positive impact and showcasing creative talent via the Amiri Prize which rewards emerging designers every year.

FashionNetwork.com: You grew up in Hollywood on Sunset Boulevard. What memories and inspirations do you have of your childhood there? Was it at this time that you first became interested in fashion? 
 
Mike Amiri: Growing up in Hollywood around Sunset Boulevard was an incredibly inspirational time for me. Not only was there great music, film and art, there was also a really rich, exciting youth culture across skating, BMX and graffiti scenes. As a young kid, I’d look around and see all the graffiti art on the buildings and be in awe of the different colors and styles. This vibrant mix fed into my beginnings in design. 

FNW: Before you became interested in fashion, music was very important to you. You were interested in rap and K Pop. Could you have made a career in music? 
 
M.A: Music has always been intrinsic to my design world and the storytelling around Amiri. I produced music after high school and have always been fascinated by the creation process, cutting up sounds, sampling, mixing. Stagewear has always been a key part of my design language, embracing a sense of performance all great artists have. 
 
FNW: You sold your first brand to the H. Lorenzo stores in Los Angeles. During this period, you discovered Japanese fashion. How did this influence you? 
 
M.A: What I love about Japanese fashion is the significance of technique and craftsmanship. Whether it be in the construction of garments, the use of materials, or the overall conceptualization, there’s a blend of heritage and innovation that resonates with my own work. 

FNW: You designed your first collection in a basement with $30,000 in your pocket. How did you manage that ? And how did you get spotted? 
 
M.A: Throughout the early years of my career, I developed a skillset that relied on resourcefulness, craft and reconstruction. I’d source vintage materials and design everything by hand, making special garments by placing extra care on materialisation, fabrication and details to ensure the quality was there. From there, I continued to grow the brand while retaining that same attention to detail and craftsmanship. 
 
FNW: You’ve built up a truly successful brand. How has this impacted your life in terms of workload and personal investment? 
 
M.A: Building Amiri has taken dedication, passion, and relentless effort. The experiences I’ve had during this journey have shaped me and helped me grow as a person in parallel with the brand. I also have the fortune to be backed by an amazing family and team who support and inspire me always.
 
FNW: The brand is a real commercial success with sales estimated at over $300 million. How do you define success? 
 
M.A: I view success as continuously pushing the boundaries of design, innovating new techniques, and creating pieces that resonate with my audience. Retaining our authenticity and independence, I want to continue expanding our reach and influence, entering new markets and connecting with a global customer community. I’m also committed to using my platform to make a positive impact, showcasing creative talent and supporting my peers. 
 

FNW: Beyond the figures, it’s the public and their perception of your brand that makes this possible. How do you explain the fact that your label is appealing to more and more consumers? 
 
M.A: We’ve always attracted a customer base who seek quality craftsmanship and attention to detail. Designing through our distinctive Californian lens, there’s an authenticity and individuality that resonates with our audience. 
 
FNW: Fashion is an eternal restart. How do you renew yourself? 
 
M.A: I always remain curious and open-minded to new ideas and sensibilities, and I’m constantly researching and developing new techniques. The evolution of Los Angeles’ artistic culture is a constant source of inspiration, especially young creative talent producing innovative work, as are my travels, particularly across Europe and Asia. I’m constantly collecting references and translating them through my design language. 
 
FNW: You have now opened 14 stores. Your brand has a global impact. How does your brand resonate with consumers outside the United States? 
 
M.A: The United States is our home, but we are a global brand and our goal is to share the Amiri spirit and spirit of Californian optimism with the world.

FNW: In LA, you opened your store on Rodeo Drive during the pandemic. How is that store doing today? 
 
M.A: Situated in our home of Los Angeles, it was our first location and remains a core part of the brand’s vision. Opening the Rodeo Drive was a pivotal moment in the brand’s history, creating a physical location where people could visit and immerse themselves in the world of Amiri. 
 
FNW: Are titles like Menswear Designer of the Year at CFDA important to you? 
 
M.A: Receiving recognition is always a huge honor and shows that people appreciate what we’re building and resonate with it. We’re excited to continue to grow, create and build on what we’ve already achieved. 
 
FNW: A few weeks ago, you presented your collection in Paris, inspired by 90s Hollywood. What’s your connection with this city?
 
M.A: 90s Hollywood has always inspired my work. I love the youthfulness and undone irreverence of the era, when a new generation was creating their own rules and reinterpreting Old Hollywood suiting through fresh romance and rebellion. The juxtaposition between 90s LA and classic Paris reflects my approach to design, combining tradition with reinvention and modernity. We will continue to explore different cultures and communities and collaborate with artistic talent, embracing diverse perspectives. 
 
FNW: You recently collaborated with Wes Lang. Can you tell us about this collaboration or any future ones? 
 
M.A: Amiri often features elements inspired by contemporary art, film and music culture. I incorporate techniques such as distressing, patchwork, and embellishments, which add a sense of texture and visual interest to my pieces, bringing techniques from the art workshop to the design studio. In this, we frequently collaborate with artists and talent from different disciplines, further blurring the intersection between fashion and art. Collaborations allow me to infuse my designs with fresh perspectives and unique artistic visions. I have collaborated with various artists over the years – a notable collaboration was with Wes Lang for Autumn-Winter 2022. Concerned with themes of American mythology, Wes’ work resonates with my own. Built on casual conversations about our respective crafts, the exchanging of ideas and aesthetics evolved organically into a cooperative and crossdiscipline process. Replicating the gestures and techniques of Lang’s art, we treated garments as a mixed-media canvas, translating Lang’s imagery into embellished and embroidered motifs. Through collaboration, we continue to push the boundaries of what fashion can be.