Established by Mike Amiri in 2014, the label is renowned for its worn-out denim trousers and a style that combines the nostalgia of California's rock 'n' roll scene with streetwear. Amiri, who was raised in Hollywood, has shaped the brand's aesthetic amidst creative individuals, skateboarders, and celebrated music icons. Every collection, manufactured in Los Angeles, elevates regional artistry, with avant-garde techniques and premium fabrics from Italy, Japan, and France.