AMIRI is a Los Angeles-based luxury fashion house founded in 2014 by designer and creative director Mike Amiri. Amiri began his career hand-crafting stage pieces for prominent L.A. performers, developing a DIY sensibility rooted in West Coast counterculture. The brand is part of the OTB Group portfolio (acquired 2019), alongside Diesel, Maison Margiela, Viktor & Rolf, Marni, and Jil Sander.

AMIRI's design language draws on American counterculture, rock and roll, and Los Angeles streetwear, filtered through luxury craft. The brand's own positioning emphasises "authenticity and independence, so intrinsically American." Collections navigate between tailored formality and casual ease. Stage and music culture remain active reference points: global brand ambassadors include Japanese artist Yuta Jinguji (announced 2026).

Mike Amiri established the brand in Los Angeles in 2014. The house's founding identity - hand-embellished, one-off creations drawing on countercultural Americana - has been scaled into a global luxury operation combining West Coast creative direction with Italian artisanal craft. The Rodeo Drive flagship store opened in 2020, establishing a distinct retail identity. In 2026, AMIRI opened its first permanent European store in Milan - described as an immersive, cinematic boutique environment - and showed its Autumn-Winter 2026 collection at Le Carreau du Temple, Paris, confirming its position in the international luxury runway calendar.

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• Clothing: tops, bottoms, dresses and jumpsuits, coats and jackets, matching sets, activewear
• Footwear: shoes including signature sneaker collaborations
• Accessories, bags, eyewear, swimwear, lingerie
• Kidswear

AMIRI is owned by OTB Group (Only The Brave S.p.A., Renzo Rosso), which acquired the brand in 2019. The brand operates freestanding boutiques in the US (Rodeo Drive flagship from 2020, plus additional US locations) and internationally. The 2026 Milan flagship - described as "an immersive, cinematic environment" - introduces a new retail concept and marks the brand's first permanent European store. The Maison MIHARA YASUHIRO sneaker collaboration is a recurring limited-edition co-design programme with a second chapter announced in 2026.

AMIRI operates in the global luxury market across womenswear, menswear, and kidswear. The brand's positioning bridges Los Angeles streetwear culture and Old World craft, occupying a distinct niche in the American-rooted luxury segment. Global retail expansion includes US boutiques and, from 2026, a permanent European presence in Milan.

AMIRI's founding practice is explicitly surface-centred: Mike Amiri began by hand-embellishing garments as one-off stage pieces, making applied surface decoration the primary design act. Crystal-embellishment of denim is a documented brand signature - one of the house's most commercially recognised surface applications, directly referencing the hand-crafted, rock-and-roll origins of the brand.

The brand's About page highlights Italian artisanal savoir-faire as the production basis for the New Tailoring category: "suiting styles mingle effortlessly with the easy-going allure of a Downtown uniform." Surface treatment - finish, fabric, embellishment - mediates between formal and casual codes, with softer suiting lines, California-inspired jackets over cabana sets, and everyday suits styled with sneakers.

Sneaker collaborations - the 2024 Kyrie Irving KAI shoe and the ongoing Maison MIHARA YASUHIRO limited-edition collab (second chapter in 2026) - apply brand surface language to footwear through material and graphic co-design.