Ami conquers London

After Paris and Tokyo, hyper sought-after label Ami Paris has opened its first flagship store in London

Located in the city’s chicest district Mayfair, the new Ami store opened last week. Now, men can buy their choice of attire and accessories in a swish emporium spread over 240 square-meters, divided on two floors, composed of white brick walls, marble cash desks, printed parquet floors and mirrors creating optical illusions. Architecture firm KO designed the store’s interior so the aesthetic of the label dove tails well with British culture.

Inside the new AMI flagship store in London
Inside the new AMI flagship store in London

Named after the initials and the last letter of its artistic director Alexandre Mattiussi, Ami Paris was founded in 2011 and has within a short period of time become a major success amongst both editors and bloggers. This comes as no surprise since Alexandre Mattiussi has deftly filled a gap by introducing authentic men’s fashion for the everyday life. He’s not interested in pushing boundaries, experimenting with gender bending, playing with the men’s identity crisis nor serving to any style minority. What Mattiussi does is create an effortless masculine wardrobe that he wants men to wear. And they do.

Alexandre Mattiussi’s design for the Yoox x Sepp World Cup collaboration of 2014

For the World Cup in 2014, he designed a sweater for a highly successful collaboration between e-tailer Yoox and our sister publication – football fashion magazine Sepp. It featured a wonderful Rooster motive; Le Coq that represents Ami’s home country France. The rooster stands for the arrogance and self-confidence of the French and is often let off onto the pitch before international matches, whether soccer or rugby. That collaboration of football sweaters sold out entirely. For the Euro 2016, Alexandre has again teamed up with Sepp, to design sweatshirts and T-Shirts to be sold in a limited edition in France’s famed department store chain, Printemps. They hit retail shelves in June.

Ami’s rapid fire expansion has resulted in five flagships on two continents and 300 point of sales in the world. Achtung Digital is jumping on this cool French bandwagon and will be very curious about what’s next for Ami.