Home American fashion company Amiri opens a store in Tokyo at Minami-Aoyama – WWD

Amiri opens a store in Tokyo at Minami-Aoyama – WWD


Hot on the heels of a new boutique in Shanghai, Amiri, the fast-growing luxury brand from Los Angeles, has opened a store in Tokyo as part of the brand’s ambitious retail rollout.

The store is located in Tokyo’s iconic fashion district, Minami-Aoyama.

Amiri’s new flagship in Tokyo.


Led by CEO and Creative Director Mike Amiri, in collaboration with Parisian design studio NOCOD, the Tokyo store strengthens the brand’s presence in Asia, alongside its Shanghai flagship, whose first international opening took place on July 8. Renzo Rossi International’s OTB group and staff are assisting as licensees and will assist with distribution in the new market.

With a 20% investment from Rossi’s OTB in 2019, Los Angeles-based Amiri is in construction mode and Amiri expects to generate $250 million in sales this year. The company sells its collections for men and women worldwide in 160 boutiques and department stores around the world.

Amiri opens a store in Tokyo at Minami-Aoyama

A view of clothes on display at the Amiri store in Tokyo.


Japan has been a pivotal market since the brand’s creation in 2014, both to support the brand’s artists and to influence it.

With a laid-back West Coast vibe, the store, which opened July 15, carries the full range of men’s and women’s ready-to-wear collections, accessories, footwear and leather goods. The store also offers an exclusive Tokyo capsule collection, reimagining Amiri’s iconic bone-piling pattern in the red and white of Japan’s national flags on hoodies, t-shirts, sweaters, bathing suits and a trucker cap.

The company uses the personality of the city as a springboard for the design of the store, which exudes a sense of warmth, intimacy and modernism. The ground floor is fully glazed, blurring the distinction between inside and out, while above, the store’s ‘floating’ base wraps the second floor in site-specific black plaster.

Spanning two floors and 1,675 square feet, the boutique translates Amiri’s design codes into a gallery-worthy environment built around space and light.

Amiri opens a store in Tokyo at Minami-Aoyama

A view of the Amiri store in Tokyo.


White concrete walls are punctuated by brushed chrome overhead rails with marble accents. Oak podiums and handcrafted checkerboard rugs warm carefully selected seating areas, where furniture, low daybeds and sculptural tables provide guests with spaces to relax and hang out.

Amiri opens a store in Tokyo at Minami-Aoyama

The store has a checkerboard carpet and a seating area.


A featured aspect of the interior is custom artwork commissioned by American artist Wes Lang, whose work decorates many of Amiri’s signature locations and who worked alongside the designer on the fashion-focused Fall 2022 collection. brand art.

As reported, Amiri opened a store earlier this month in Shanghai on the city’s West Ninjang Road, located inside the JC Plaza, formerly the home of the JC Mandarin Hotel. This store is part of the complex that includes Maison Margiela, Jil Sander and Marni from OTB. Amiri’s distinctive LA spirit was transported to Shanghai, where the natural and industrial worlds came together through suspended stainless steel rails, marble accents and sold wooden shelving. This store has a predominant sense of openness with the repeated use of mirrors, which reflect natural light from outside.

In addition to Tokyo and Shanghai, Amiri has stand-alone stores in Los Angeles, New York, Miami and Las Vegas. By the end of the year, the brand plans to open additional stores in Atlanta, Chicago and Dubai.

In June, Amiri showed his Spring 2023 collection for men for the first time in Paris at the Jardin des Plantes, France’s main botanical garden, where guests included Russell Westbrook and Greg Lauren, who supported their fellow American designer and friend, as indicated. Amiri relaunched its womenswear for Spring 2022 and nabbed window displays at Bergdorf Goodman and Maxfield.