Growing up inspired by California’s 80s and 90s rock scene, Mike Amiri created a brand that embodies the rebellious spirit of L.A.’s subcultures. His line, Amiri was launched in 2013, and has since dominated the market’s corner of edgy deconstructed streetwear. Despite high-demand, Amiri produces limited stock of each piece, maintaining its covetable status amongst consumers seeking a fresh spin on familiar classics that pay homage to grunge and punk.

Though having previously worked with Helmut Lang, J-Brand, and RRL, Amiri is, for the most part, a self-trained designer. He spent his formative years in L.A.’s garment district discovering fabrics and learning denim techniques, all the while extensively studying retrospective commentary of local iconic music venues like the Viper Room along with the droves of groupies vested in rock apropos raiment who frequent them. When the legendary Guns N’ Roses reunited for Coachella in 2016, lead vocalist Axl Rose, a personal hero of Amiri’s, asked him to collaborate on the band’s style for their stage.

What comes off at first glance as markings easily accomplished by homely DIY methods—true to the irreverent spirit of rock—on essential pieces such as a pockmarked t-shirt or ripped jeans, is actually tedious distressing resulting from artful, well-thought out facilitation and placement. Amiri’s execution of meticulously sourced fabrics is exemplified in his juxtaposition of shotgun holes on top-grade, plush cotton hoodies and tees. Denim is hand-destroyed, a process that could take up to months for a single pair, and reconstructed with couture components like leather repairs.

Luxury is not always synonymous to grunge in the fashion lexicon, but Amiri makes it so. He believes the industry is undergoing changes that are redefining haute couture and offers the sentiment of which “ go somewhere and find something you’ve never heard of, and to be touched by a certain energy, and certain excitement, that’s luxury.”

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