Amiri, a Los Angeles-based luxury streetwear brand, has captured global attention since its launch in 2014. Founded by designer Mike Amiri, the brand merges the edgy aesthetics of 1980s grunge, punk, and rock ‘n’ roll with high-end craftsmanship. Known for its intricate textures, aged fabrics, and vibrant prints, Amiri epitomizes modern street fashion infused with couture-level quality.

The Story Behind Amiri

Mike Amiri began his journey in fashion working with notable names like Helmut Lang, J Brand, and RRL, where he honed his skills in fabric aging and handmade craftsmanship. In 2014, he launched his eponymous label, initially creating custom, one-off pieces using a DIY ethos. His unique approach quickly garnered attention, leading to a cult celebrity following.

The brand’s breakthrough moment came in 2017 with a pop-up sale at Maxfield in Los Angeles, generating $275,000 in just six hours. By 2018, Amiri had joined the Council of Fashion Designers of America (CFDA), further solidifying its status in the luxury fashion world. Renzo Rosso’s investment in 2019 elevated the brand’s international presence, making it a global symbol of luxury streetwear.

Amiri presents biannual collections at Paris Fashion Week and offers ready-to-wear clothing, footwear, and accessories. Its collections are available at renowned retailers like Barneys, Bergdorf Goodman, Galeries Lafayette, Selfridges, and Joyce, showcasing its international acclaim.

Amiri’s Logo Evolution

Amiri’s logo mirrors the brand’s commitment to elegance and creativity. It combines minimalist wordmarks with bold monogram designs that convey sophistication and individuality.

2017–2023: The Minimalist Wordmark

The first logo, introduced in 2017, features the brand name “AMIRI” in all caps. Designed in a clean, modern sans-serif typeface, the logo is simple yet striking. Balanced kerning and uniform letter thickness enhance its sleek, contemporary appeal.

2020–Present: The Bold Monogram

Amiri introduced a distinctive “AM” monogram in 2020. This emblem uses a sharp, wishbone-style typeface where the “A” overlaps the “M,” forming an intricate geometric composition. Set in black on a white background, the monogram exudes a bold, edgy aesthetic, contrasting with the elegance of the wordmark.

2023–Present: Elevated Refinement

The current logo retains the uppercase “AMIRI” lettering but adopts a slightly elongated serif typeface reminiscent of Garamond Clássico Bold or Baskerville Classico Small Caps. The modified contour of the “A” adds uniqueness, while the overall design reflects modern luxury.

Font and Color Palette

Amiri’s primary logo uses a serif font that balances sophistication with readability. Its timeless black-and-white color scheme ensures versatility and aligns with the fashion industry’s penchant for classic elegance. This palette reflects the brand’s essence—chic, innovative, and steeped in artistic heritage.

Why Amiri Stands Out

Amiri has revolutionized streetwear by blending rock ‘n’ roll casualness with haute couture quality. Its dedication to superior fabrics and craftsmanship resonates with both celebrities and fashion enthusiasts. The brand’s collections, rooted in individuality and inspired by music and culture, continue to redefine luxury in contemporary fashion.