The AMI label was launched in 2011 by Alexandre Mattiussi after working at Dior Homme, Marc Jacobs and Givenchy. AMI was launched in Paris and ‘ami’ is not only the French word for friend, but it also plays on the initials of the designer. The ready to wear AMI brand for men is ‘effortlessly cool’ and blurs the boundaries between casual and chic. Every piece is unique and designed to a high quality. Although considered a premium brand, the products are priced to be relatively affordable something that was a goal of Mattiussi. AMI is the brand for every modern man, timeless pieces with a hint of French elegance. The colour palette is formed of pastel hues and monochromatic tones which are infused with the occasional use of vibrant prints. Imitating his own personal wardrobe, Mattiussi finds modern styles each season and showcases them alongside recurring staple pieces such as a button up shirt and woven trousers. The outcome is a foolproof menswear wardrobe with the perfect balance of everyday essentials and carefully curated elegance. Take a look at our edit of AMI products for men where you can discover embroidered T-shirts, relaxed fitting sweatshirts, tapered jeans and lots more.