Jogg denim, super-stretch jeans and the likes have earned a place of honor in the closet of many consumers the last few seasons. But a turn came when more and more high-street labels moved their focus away from them towards revamped classic denim cuts and silhouettes, just like LA-based brand Amo, founded by designers Kelly Urban and Misty Zollars. Almost one year old, Amo is already amply stocked in the US (175 stores) but still at the beginning of its international breakthrough. What’s the success formula of this duo? Looking at the past, the brand is bringing back flares and straight high-waist jeans from the early days. Mid- and light blue washes dominate their ranges, imitating vintage optics. For spring/summer 2016, inspiration has been drawn from early signs of spring like blooming flowers and crisp pale blue skies. “We also loved the idea of juxtaposing the feminine floral mood with a more masculine military element and wanted to find a unique, new take on the military trend. White denim is also an important element this season, and we are so excited to offer our exclusive white denim, made just for us this season,” say the brand’s founders. Continue reading our chat in order to find out what’s in the stars for this newcomer that has come to stay. Interview by Lorenzo Molina

Kelly Urban (left) and Misty Zollars, founders of Amo
Kelly Urban (left) and Misty Zollars, founders of Amo
What are your short-term plans with the brand?
Expanding the line slowly and thoughtfully by adding more product categories, new silhouettes, and new fabrications (We’re offering a 100% cotton denim for SS16 that we are just over the moon about!)  We’re also working on prototypes for woven shirts and knits, and are excited about building the collection out and offering pieces that complement our denim.  E-Commerce is also coming soon!

Last year, some industry insiders warned on the tremendous sales’ growth of athletic jersey pants in the US, considering them a threat for the denim market. How do you see the current situation of denim in the US and worldwide?
We do not see the growth of athletic jersey pants as a threat to the denim market in the US or worldwide.  While women want to be comfortable, they don’t necessarily want to wear a sweatpant.  In fact, we try to source denim that looks as far away from a stretch sweatpant as possible!  We don’t offer super stretch legging type jeans and we never will, it is just not what we’re about. We believe that denim is classic, timeless, and a category of its own that will never be replaced.  We can see the interest and passion women have for a “real pair of jeans.”  That’s why we started Amo in the first place, and it a mission that still acts as a foundation for our brand.

Are you exhibiting at trade shows? Which ones?
With this we are growing our brand slowly and strategically and have found it more effective to show our line by appointment in our NY and LA showrooms, SIMON Showroom.

Are there any other brand novelties that you might like to share with us?
We are proud to manufacture all of our product in the US.  Dedicating love to the roots 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 donates a portion of its profits to SNP LA.

White denim is in the pipeline for spring 2016 according to Amo's lookbook
White denim is in the pipeline for spring 2016 according to Amo's lookbook


Amo's take on the military trend, pairing camo green pants with delicate embroidered shirts
Amo's take on the military trend, pairing camo green pants with delicate embroidered shirts