Everything You Need to Know About AMI Paris

Providing us with Parisian prowess since 2011, French style heroes AMI Paris offer men's and womenswear for a contemporary lifestyle. From their signature De Coeur knitted jumpers to relaxed Cuban collar shirts, AMI clothing gives us the perfect balance of formal and casual cool. Here's everything you need to know about the cult brand and its story...

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Key AMI staples

AMI Knitwear

AMI Cropped Wool and Cashmere-Blend Cardigan

RRP: ~~£505.00~~Current price: £253.00

50% Off

AMI Casualwear

£150.00

AMI x Coggles de Coeur Cotton-Jersey Hoodie

£315.00

AMI x Coggles de Coeur Cotton-Jersey Sweatshirt

RRP: ~~£270.00~~Current price: £162.00

40% Off

AMI Outerwear

£450.00

AMI Accessories

£115.00

AMI x Coggles de Couer Cotton Baseball Cap

RRP: ~~£115.00~~Current price: £69.00

40% Off

RRP: ~~£360.00~~Current price: £252.00

30% Off

#1 What does AMI mean?

AMI are the initials of Alexandre Mattiussi's name and the French translation for 'friend'. AMI’s brand values focus on its friendly, authentic and nonchalant nature. Designed for everyone, AMI men's and womenswear collections are designed for laid-back, no-fuss, quality, casual style.

#2 Who is AMI Paris?

Founded almost a decade ago, AMI is the brainchild of Alexandre Mattiussi. French-born and bred; Alexandre started an earlier form of the company in 2002. However shortly closed the business reopening later in 2011 after some years of working at Dior Homme, Marc Jacobs and Givenchy.

In 2017 AMI’s instantly recognisable De Coeur logo became the new brand signature, featured across the range but mostly recognisably by the oversized knits. Fast forward a year to January 2018 and AMI shows its first ever ' Menswear for Women' collection during their AW18 show, comprising of men's looks adapted and adjusted for the female clientele - a big move for the brand.

#3 Alexandre Mattiussi

Born in Normandy in 1980, Alexandre Mattiussi always had a love of fashion, studying fashion and design in France and later specialising in menswear. He worked for big players in the luxury landscape such as Givenchy and Marc Jacobs until deciding to take on his own fashion venture in the form of AMI. When creating the ethos behind the brand, being attainable for every type of man was the priority, from the man you see on the street to your best friend.

I try to make clothes for life – good-quality clothes with good proportions.

Alexandre had a clear vision: real clothes for real people and to make luxury fashion accessible. He is renowned for his very humble and genuine approach to fashion. After only being an established brand for two years, in 2013 AMI Paris was the first brand to win the prestigious Andam award. Winning two years of mentoring by Italian fashion entrepreneur Renzo Rosso, as well as a cash prize of 250,000 euros.Today, AMI is no longer a small start-up business, it is a globally recognised fashion house and Alexandre Mattiussi still lives by the motto, 'if you approach people with a smile and good energy people respond in a nice way.' opening his store in New York, next to Loewe and Saint Laurent in December 2021, he is taking the brand from strength to strength.

#4 Are AMI hoodies oversized?

All AMI Paris hoodies are fit to be oversized and therefore suitable for unisex wear. We suggest if you’re male, take the normal standard sizing, wherefore for women, it’s best to take one size down than your usual size.