What women want to wear? Something they LOVE!
What women want is not only the famous romantic comedy film directed by Nancy Meyers and starring Mel Gibson and Helen Hunt; it is the mood that inspires Kelly Urban and Misty Zollars for their creations. They are AMO. What does the name of the brand mean? It comes from the Latin and it is the root word for amor, which means love.
After having worked for many fashion brands (among them, Current Elliott and True Religion), in 2014 these girls decided to start a new business focused on their personal desire and need in the market for a real pair of jeans. The will is to create the perfect jeans designed by women by answering the question: What women want – to wear? And here we are at the goal: Kelly and Misty bring back the true purpose of denim, offer jeans that feel real, that get better with each and every wear, and that are so comfortable you never want to take them off. In this year the duo has been able to answer the question and women’s need by creating refreshing collection of new denim favorites that are timeless, modern and effortlessly cool at the same time. «We couldn’t find the jeans we wanted to wear», both stated. «We absolutely love vintage jeans, but we find that they rarely fit well and are often uncomfortable. We wanted that vintage look, but also wanted a jean that fit perfectly, and that felt good on. So we set out to create a modern, vintage inspired denim collection that combined the best of both worlds» Kelly Urban and Misty Zollars added.
Vintage washes and new, modern vintage interpretation inspired AMO debut collection, composed of 5 must-have styles, each cut from the finest quality denim: vintage roots, a great attention to details (the seams!) but most of all the feminine sensibility that stands out in the fittings and elongated silhouette, to the precisely placed pockets that give your backside its best rear view, no element is overlooked. Cherry on top, the uncompromising approach to craftsmanship and authentic denim.
In Los Angeles AMO SS15 collection had a great success with high-waist skinny, tapered and flared models that, in any case, stress women’s silhouette. Great job!