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. “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.”
This fresh, feminine approach to authentic denim is what sets AMO apart from the others in the market. The magic truly lies in Kelly and Misty’s interpretation of how to apply vintage details to denim in a high-end, unique and even subtle way, and the result is a pair of jeans that is genuinely effortless. The collection is lovingly made in Los Angeles, with an uncompromising approach to craftsmanship.