Amiri’s upbringing in the heart of Hollywood, surrounded by graffiti artists, skaters and musicians, formed the basis of the brand’s aesthetic, a blend of Californian culture and streetwear. His first collection was based on vintage items and featured embellished jeans, sweatshirts and T-shirts holed by shotgun fire. Distressed jeans are a big part of the Amiri business. Each Amiri collection is centred around local manufacturing, with ready-to-wear produced in the LA Arts District using materials sourced in Italy, Japan and France.
