AMO, simply translated, is the Latin root word for love and it is fittingly applied to how the label’s founders and fashion industry veterans, Kelly Urban and Misty Zollars, feel about denim. Having honed their skills designing for much coveted brands Current Elliott and True Religion, Urban and Zollars are the powerhouse duo behind AMO, founded in 2014 out of a personal desire and need in the market for a real pair of jeans. The label was born out of a fearless spirit and clear objective: to create the perfect pair of jeans designed by women who understand what women want. AMO’s goal is to bring back the true purpose of denim; to 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. The result is a much needed and refreshing collection of new denim favorites that are timeless, yet decidedly modern and effortlessly cool
The anticipated debut collection is composed of 5 must-have styles, each cut from the finest quality denim and inspired by one-of-a-kind vintage washes. The pieces strike a playful balance, juxtaposing denim’s rugged vintage roots with a forward, feminine sensibility. Every detail is carefully considered, from the signature seam details that create an elongated silhouette, to the precisely placed pockets that give your backside its best rear view, no element is overlooked. The collection is lovingly made in Los Angeles, with an uncompromising approach to craftsmanship. With love as the root of the company’s DNA and namesake, paired with relentless compassion for animals and the desire to help find homes for the many stray dogs in Los Angeles, AMO dedicates a portion of its profits to SNP LA.