Amiri Bones Apparel MA Logo Signature
AMIRI: A Complete Guide to Everything the House Makes in 2026
AMIRI is a Los Angeles luxury house founded on hand-worked denim, skeleton-appliqué sneakers and heavy graphic jersey. Paris sees two of its shows a year, though the company stays American, with an American design studio. The identity comes down to a single idea: jeans are taken apart and then openly rebuilt with leather, bandana print or jacquard. Readers arrive here from very different searches. The phrase amiri clothing points at the house, amiri jeans at the denim, amiri hoodie at the fleece and amiri men at the menswear the label began with. The documented version is laid out here, and the claims that do not survive checking are identified.
Who founded the house, and what is actually documented
The founder and creative director is Mike Amiri, an American designer of Iranian parentage. One phrase is common to his CFDA profile and the brand’s about page, which is that he began hand-crafting unique stage pieces for legendary Los Angeles performers. Because that is the limit of what either source asserts, rock clients named in retail editorial stay reported and unconfirmed. Over ten years in luxury and projects for Helmut Lang, J Brand and RRL are attached to him by a press release amiris dated 3 December 2014, and that is publicity, not confirmation. Almost every profile skips what the same release announced, his appointment as head designer of ready-to-wear and accessories at Buscemi. Online the law-school backstory rests on no primary source, while his full legal name is not documented anywhere.
Two citable answers to the founding-year question
Most sources date the label to 2014: the brand’s about page, the CFDA, its Italian minority investor and the main reference summaries. The December 2014 press release differs, placing the founding in 2013 in partnership with the retailer Maxfield. Both are citable, so careful writing should not quietly pick one. Safest is to say that the house dates itself to 2014 while the earliest press release dates it to 2013. What is not disputed is the launch, an exclusive capsule sold through the Los Angeles concept store Maxfield. That release goes further, calling Maxfield a founding partner rather than the first stockist.
Ownership, leadership and the financial picture
Mike Amiri holds majority ownership, and the house remains independent day to day. A minority stake was taken in 2019, on undisclosed terms, by the Italian group OTB, which is chaired by Diesel founder Renzo Rosso. Because the percentage has never been made public, any published figure is no better than an estimate. On 1 April 2023 Adrian Ward-Rees became chief executive, coming from senior roles at Burberry and Dior Menswear, and whether he still holds the post is unconfirmed. The widely quoted $300 million sales line is a founder statement relayed by the press, not an audited figure. Valuation and net-worth numbers circulate unsourced and should not be repeated.
How big the retail network really is
Separating owned stores from wholesale doors is the fix, since this is the most mis-stated area in AMIRI coverage. Roughly 33 boutiques appear on the brand’s retail-locations listing, several of them marked as coming soon, while trade reporting puts stand-alone stores at about 31 in 2026 after Milan. Wholesale works differently, with around 150 luxury accounts spread across roughly 400 points of sale and more than 160 retailers carrying the label. Much larger store counts fold those wholesale doors into owned stores and should not be repeated. The first permanent store opened on Rodeo Drive in Beverly Hills in 2020. Milan came later as the first permanent European store, with London following.
- United States: Beverly Hills, Los Angeles, Costa Mesa, Las Vegas, Dallas, Chicago, Atlanta, Miami, New York
- Europe: Milan, London, Paris, St Tropez
- Middle East and Africa: Dubai, Riyadh, Cape Town
- Asia and Latin America: Shanghai, Nanjing, Tokyo, Osaka, Nagoya, New Delhi, Mexico City
Denim, the home of the house identity
Denim is where the label originated and remains its anchor, with repair as the operative verb. The jeans are distressed by hand and then rebuilt in plain sight with contrast material, so the finish reads as irregular instead of machine-uniform. In circulation the fits are MX1, Stack, Thrasher and Shotgun, plus the roomier Carpenter, Baggy and MA Fit cuts. The name MX2 is genuine, though no live products came back from its collection pages in 2026 checks, so it reads as archive-leaning. MX3 exists only as a women’s Baggy MX3, a motocross hybrid with no waistband observed at $990, not a men’s high-destruction jean. Treatments, not fits, is what Bandana and Crystal are, applied across those cuts, so the correct forms are MX1 Bandana and Crystal Thrasher.
Footwear, and the bones motif that runs through it
The house calls the Skel Top Low its signature sneaker in its own product copy. It is a leather and suede basketball silhouette on a two-tone rubber sole, with hand-cut bone appliqués, observed at $650. The Skel Court is a different shoe, a canvas retro-court style with the same bones motif, high-top observed at $690. That silhouette is reused by Stars Court, with star appliqués in place of bones, refreshed for Pre-Spring 2026. Here the MA-1 is a sneaker observed at $799 rather than a bomber jacket, even though MA-1 is the generic military bomber designation elsewhere. MA is the founder’s initials, heading MA Bar, MA Core, MA Quad, MA Fit and MA Skyline; the Ryder Boot runs $1,090 to $1,290.
Jersey, shirting and outerwear
That skeleton motif defining the sneakers carries into the soft goods as well. Confirmed pieces include the Bones Oversized Hoodie, Bones Fleece Zip Hoodie, Bones Stacked Hoodie and a Bones flannel overshirt. The plain option is the MA Core Logo Hoodie, a cotton pullover carrying the MA icon and core logo, described as a normal fit and observed at $650. People constantly conflate the MA Core Logo Tee and the MA Bar Logo Tee, yet they are different products from different countries. Flannel is a founding pillar, not a seasonal add-on, and the MA Quad Bleached Flannel is observed at $1,290. Outerwear reaches higher again with wool and leather varsity jackets plus denim work jackets built on the same repair logic, and no flagship bomber is supported.
Where the pieces are made
The country of origin shifts from style to style, which makes the claim that everything is made in Los Angeles false. The MX1 jean, the Stack jean and the MA Core Logo Hoodie are made in the United States. Los Angeles is the stated origin of the MA Bar Logo Tee, which is one product, not the range. The MA Core Logo Tee comes out of Italy, which catches out people who assume the jersey follows the denim. Footwear is made in Vietnam, including the Skel Top Low and the Skel Court Hi. Look harder at any jean labelled made in Italy, or any Skel-Top labelled made in the United States.
Observed prices and structural discounting
Every figure below is an observed market listing read in 2026, not an official price list, and prices move. Treat them as bands rather than fixed points. Tees open around $425, core jeans fall between roughly $750 and $1,100, hoodies go from about $650 into the $900s, and sneakers cluster between $620 and $800. Worked outerwear such as varsity jackets reaches $1,800 to $2,300 and above at list. Rather than being exceptional, discounting is structural, and in-season reductions of 40 to 70 percent appear at authorised multi-brand retailers and off-price channels. Because that sale floor caps what the secondary market will pay, resale on standard pieces stays below retail.
| Piece | Price observed | Detail |
|---|---|---|
| Stack | $750 | The core denim starting point |
| MX1 | $1,090 | Repair in pleated ovine leather |
| Women’s Baggy MX3 jean | $990 | Motocross hybrid, no waistband |
| MA Core Logo Hoodie | $650 | Cotton, normal fit |
| Skel Top Low sneaker | $650 | The signature sneaker of the house |
| The Skel Court Hi | $690 | Canvas court silhouette |
| MA-1 sneaker | $799 | A sneaker, not a bomber jacket |
| Ryder Boot, leather | $1,090 to $1,290 | In leather, suede or python-embossed finishes |
Claims that deserve caution
A surprising amount of published AMIRI copy repeats the same errors. The founding year gets presented as settled although two sources disagree, store counts are inflated because wholesale doors are folded into owned boutiques, and revenue is quoted as audited when it is really a founder statement. A tiered MX ladder, each number meaning heavier destruction, is the most persistent product invention here, and it reads as search-optimised filler. Treatments are promoted to fits, footwear names are merged together, and the MA-1 sneaker is described as a jacket. Finally, there is no official outlet, online or physical. The company stated in a July 2021 federal complaint that it does not have an AMIRI outlet store and has never authorised any person or business to operate one.
- Check whether a store count means owned boutiques or wholesale doors.
- Read named rock clients as secondary-press reports rather than brand claims.
- Read Bandana and Crystal as treatments, and MX1, Stack, Thrasher and Shotgun as fits.
- Because origin varies by style, confirm it on the label.
- Any resale offer should be measured against authorised sale prices.