Behind The Brand | Ami Paris
Why did you decide to launch your own menswear brand?
I was in the midst of designing a €2,000 (£1,770) sweater at one of the big fashion houses where I was working, and I stopped and thought: ”I can never afford the sweater I just designed.” I loved the clothes, but I just couldn’t connect with them any more. And that was really a eureka moment. We started small, but with a clear idea of what we wanted to do: real clothes, for real people.
Tell us about the name and heart logo
”Ami” means friend in French, so it matches with this positive and friendly nature that’s at the heart of my approach. It’s constructed from my initials and the last letter of my name.
The heart logo is a new signature. It’s called ami de coeur – translated as ”AMI of hearts” – a play on the ace of hearts. I like the way that it stands for something young, playful and carefree.
(Text from Alexandre Mattiussi – Interview with Drapers Magazine)
Founded in 2011 by the Parisian designer Alexandre Mattiussi, AMI offers a stylish and comprehensive wardrobe that blurs the boundaries between both casual and chic. AMI, meaning ‘friend’ in French, stands for a relaxed, authentic and friendly approach to fashion and captures that particular type of Parisian nonchalance that is young, cool and carefree. In 2013, Alexandre was the first men’s designer to win the prestigious ANDAM prize. AMI has six boutiques across Paris, Tokyo, London and Hong Kong as well as over 300 points of sale worldwide.
(Text from Ami Paris)
.The Founder | Alexandre Mattiussi.
Alexandre Mattiussi founded Ami, as it is today, in 2011. Mattiussi closed down an earlier form of the business, selling shirts and t-shirts through Lane Crawford in Hong Kong and Intermix in New York, in 2002. However, following a meeting with Marc Jacobs chief executive Bertrand Stalla Bourdillon, Mattiussi was convinced of the need for investment, and a strong team to support him, in order to give Ami a second try.
The second time around, the label garnered immediate attention from editors, and has fast become a buyers’ favourite. His first collection in 2011 was picked up by Mark Leeof Barneys New York . Today, the brand has over 300 stockists including Selfridges, 10 Corso Como, Bergdorf Goodman and Saks Fifth Avenue, along with its own boutiques in Paris, Tokyo, London and Hong Kong. He was awarded the prestigious Andam prize in 2013.
Ami, founded on the principle of Mattiussi dressing his friends, is not intended as direct competition to his prior employers. “I like the idea of dressing as many men as I can,” says the designer; the collection’s easy classics and reasonable price points reflect his ambition. “It is a proposition of real clothes for a real man,” says Mattiussi.
“Sales are up by at least 50 percent each season,” and new points of sale are introduced for every season. “As for bigger projects, we are still in the brainstorming phase of Ami (petit), which will be a line for boys,” says Mattiussi. The industry awaits Ami(e), a women’s line, an endeavor that Mattiussi has not yet announced but will certainly pursue in his own time. Mattiussi studied at Duperré School of Applied Arts in Paris, and has previously worked for Dior, Marc Jacobs and Givenchy, where he jointly led the menswear design team before the arrival of Riccardo Tisci.
(Text from Business Fashion)
.Shop The Brand.
AMI’s Spring Summer 2018 collection is an ode to Parisian-cool and the vibrant colorful energy of the capital.
The imagery, shot by Oliver Hadlee Pearch, and the video filmed by Simon Cahn in Paris follow a group of young guys playing ‘tourist’ in the City of Light. Silhouettes are relaxed for summer. Easy styles flirt with technical materials and graphic prints.