How the 8-year-old LA brand entered the American fashion royalty

Mr. Amiri, a native of LA, made his name on the Viper Room tariff, as did Bravra Cuba-Heeled Boots and Sarah’s Tight-Pants. Under the brand name, the lowest radio drive exit post (opened in 2020), Core Rock-Chick March still holds most of the category. But there are also banned staples, such as a two-breasted sports coat and logo-light white sneakers, indicators of a desire to expand the brand. In an interview with the Radio Drive in May, Mr. Amiri said: He said the brand is doing well now and LA brands are reaching more than a few articles. [to] It is even more important in modern luxury. ”

The company has about 150 employees and four retail stores in Los Angeles, Miami, New York and Las Vegas, and plans to open five more this year in Tokyo, Shanghai, Dubai, Atlanta and Chicago. The products are available in approximately 160 boutiques and department stores around the world. A.D. In 2019, OTB, owned by Diesel, Marni and Mason Marjila, took over 20% of the Italian luxury congress.

Mr. Amiri, the company’s creative director and CEO, was founded at the age of 37 in a relatively young fashion world. Prior to the production, Mr. Amiri made stage costumes for stars such as Axel Rose and Steven Tyler. He repeated that remarkable insight on Amir. “I started to get used to that [style] For civilians who want to get that attention in a different way, ”said Mr. Amiri.

Early design techniques included slinky jeans and Italian Kashmir sweaters with a shotgun. Amiri’s first office was in a Hollywood Thai restaurant, not far from the rock-shaped rock clubs. “It looks like Boulevard at sunset in the 90’s because I grew up on Sunset Boulevard in the 90’s,” says the brand.

Click to turn 11 The princess was taken to the prestigious boutiques in Los Angeles Barnes and Maxfield. Mike “went deep [rocker] Lifestyle influences music. So, I think this is surprisingly accurate and echoes when you look at the brand, ”said Bergdorf Goodman and Bruce Pasc, Men’s Fashion Director at Niman Marcus. According to Mr. Pask, the brand is one of the top performers in both stores, selling well to American brands.

Amiri has made a special purchase with today’s rock stars as a rapper and athletes. The father of three found his brand with Gucci and Prada in rap songs.

Russell Westbrook, Anthony Davis and Skateboarder Ishod Wire are all wearing Emir’s gear. One month ago, on his 23rd birthday, Formula One Chinese driver ዡ Guanyu posted an Instagram photo showing him holding a cake with one of Amir’s skeleton shoes.

Brian Barry-Austin, 35, from Greenbelt MD. A medical device salesman said he learned about Amir from rap songs and soon bought a black logo hat from the brand. “It’s very well done, the front is very strong and very strong,” said Mr. Barry-Austin.

Early press clips suggest that the star of the rock-star, or Heidi Sliman, a French designer who moved to Los Angeles, is very close to what he did in St. Laurent.

Recently, the industry has begun to recognize Mr. Amiri. A.D. In 2019, he was nominated for the Men’s Clothing Designer of the Year by the American Fashion Designers Council and was given a place to perform at the 2018 Paris Fashion Week.

The runners-up show Amiri’s balloon business. Finally, Amir, who grew up in Paris’s Jardin des Plants a week ago, grew up with World Dialers and Louis Vuitons. Prominent pieces include baby blue multi-layered trousers, a leather bag, a lapel double-breasted sweater and embroidered Varsity jackets with Pegasus motif. One of the 50 looks did not appear with a bulletproof vest or a torn Kurt Cobain-flannel shirt.

“You can easily take things literally and tie pigeons,” said Mr. Amiri. He now thinks of Los Angeles as a loose reference point – a loose-fitting dress and a look at me – rather than a real reversal. “‘Rock and roll are palm trees and guitar!’ You know, I’ll leave it to other people to do that. ”LA is now” more thinking. ”

The expansion of his collection created a healthy business for Amir. Consumer base is also “becoming a bit more mixed up than traditional luxury consumers,” Mr. Amiri said, adding that he includes a boy who wears the same jeans as his favorite NBA player, as well as his Tom Ford shopping. father. It looks at the expansion of women’s clothing (starting last year), spectacles and leather accessories.

As is often the case in the luxury world, easy-to-buy accessories (sneakers, hats, etc.) are the gateway to larger and more expensive purchases. During a recent visit to Los Angeles, Iman Taker, a 28-year-old DJ from Indianapolis, recorded a brown pair of emir skeletons printed on a radio drive. “Their designs and their systems and shop layouts only spoke to my personal style,” said Mr Taker, who liked the idea of ​​supporting a small US-based brand that competed with European luxury boats. Mr. Taker now plans to buy a silk top shirt that he believes will “stand out on the stage.”

Although many of his American design friends are planning to work in other homes (Rudy designer Rhuigi Villaseñor is now creative director at Bally; God-fearing designer Jerry Lorenzo recently shared with citizens), Mr. Amiri is focusing on building his own company.

“I’m always kind to say it’s your last home game in the classroom,” he said, adding that he did not want to buy the company outright.

Last year, Mr. Amiri launched the $ 100,000 “Design Incubator for Unknown American Fashion Talent” award to the designer and a consultation with the Emir. The idea came from Mr. Amiri’s experience of building an empty account. “If I were at home and didn’t have a little experience and a little business skills, I probably would still be working in the basement.” Instead, he is on Rodeo Drive.

Write to James Gallagher at jacob.gallagher@wsj.com