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Mike Amiri’s eponymous brand carved its way into the zeitgeist by fusing streetwear and rock n’ roll fashion staples into a fresh Americana aesthetic that was ever-present throughout the 2010s.
The brand has established its presence in Europe through wholesale distribution channels and appearances at Paris Fashion Week. It also opened a European headquarters in Milan earlier this year. But now, Amiri is finally planting down retail roots in one of fashion’s most essential regions.
Amiri opened its first boutique in Europe with the opening of its Milan flagship store. In what the brand described as a fusion of its California roots with the aesthetics of Milan and the surrounding region, the store includes a lounge on the lower floor equipped with vintage furniture and art.
This is yet another major move by Amiri to expand its global presence. Amiri brought it up previously when he spoke with The Business of Fashion about the fashion brand’s Barcelona partnership.
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“Amiri, now, has gone from this American brand to something that’s bubbling globally,” he said. “Whether it’s in Europe or through our Paris shows or whether it’s the Middle East or Latin America, we’ve become a global brand in many ways.”
Learn more:
Amiri Named Official Formalwear Partner for FC Barcelona
Mike Amiri’s namesake brand is diving deeper into the sports world through a new partnership with La Liga’s FC Barcelona.
