Amiri vs Amiri

A brand which seems to grow every month. The founder Mike has a special perception on the brands visuals when it comes to product. But what does end up in the hands of the end consumer is more or less pretty flat. What is the reason for this? Why did Jerry Lorenzo created a subline of Fear of God with Essentials. Why is there a Shadow Project and a commercial line by Stone Island and why do we only see Balenciaga Sneakers and print t-shirts/hoodies instead of the “great” runway pieces which appear to look like homeless people from back in the future?

Well, the thirst of people to get at least something rather than nothing from a luxury brand for show off purposes skyrocketed because of the social media importance. People just want to flex and it is easier to flex from distance with something screaming the brands name in bold letters on a t-shirt than wearing a loro piana knit sweater with no logo on it, though five times more expensive. Bottom line is - my keychain from Louis is more worth than your whole outfit.

And here comes the tragedy: People buy the no brainer pieces with a huge brand message on it instead of the actually paying attention to the brands DNA. In common department stores you see Jacquemus tshirts and hoodies, but no fashion statement pieces. Reason is the entrance to the brand.

Coming back to Amiri, it is a pity as the brand has such a strong collection but only a glimpse of it is hitting the actual streets.