I was first introduced to AMI Paris a couple of years ago by my mate Chris who runs Ape to Gentleman. He was wearing one of their iconic logo sweatshirts to an event we were both at and I was instantly drawn to it. Conveniently, the London AMI boutique was actually over the road from where we were that morning so at lunch time I headed over for a look and as they say the rest is history. I had a new favourite brand.
I’m a big fan of basics that are done well and it seems that this is exactly what AMI do well If you like basic t-shirts, sweats, oxford shirts, straight leg trousers and classic smart/casual jackets then this is a label that you must familiarise yourself with immediately. Their core colour palette revolves around red (my favourite colour), black, white, grey and navy with a squeeze of pop colours added to the mix each season.
For Spring Summer 2018, AMI have joined forces with SmileyWorld to launch their latest collaboration AMI Smiley. The new line features all of AMI’s staple styles featuring a smiley logo wearing a red beanie hat (of course). The AMI red beanie is their most famous line and was introduced by the founder Alexandre Mattiussi as he has worn one since childhood.
The AMI Smiley line echoes the positive message set out by the AMI brand: optimistic, cool, carefree and in search of good vibes. Who isn’t in search of those good vibes, eh?
The collection is available from Ami boutiques now.