The initials AMI stand for both buddy in French and the name Alexandre Mattiussi. The warm, genuine, and casual nature of AMI is at the centre of its brand values. AMI's menswear and womenswear collections are made for everyone and feature great, informal, carefree, laid-back style. Born and raised in France, Alexandre founded the business in a previous incarnation in 2002. However, the company was quickly shut down and reopened later in 2011 following several years of employment with Givenchy, Marc Jacobs, and Dior Homme.
The instantly recognisable De Coeur emblem from AMI, which is present throughout the collection but is most easily identified by the oversized knits, became the new brand signature in 2017. AMI debuts its first-ever "Menswear for Women" line at its AW18 show in January 2018, one year later.
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