American label Amiri has chosen Milan as its gateway to Europe, opening its first boutique in the city’s famed Quadrilatero della Moda. With the backing of Renzo Rosso and the OTB group, the brand founded by Mike Amiri in 2014 aims to strengthen its international footprint and turn each store into a creative and cultural hub. Here are the pieces of advice Rosso shared on how to scale up.
The arrival in Milan
Speaking to MF Fashion, Mike Amiri recounted the steps that paved the way for the brand’s debut in Italy. The opening in Via della Spiga marks a strategic milestone: being among the few American brands with a store in the heart of Italian luxury is a clear statement of global ambition. This space, once home to Canada Goose, has been redesigned to bring a Californian sensibility into dialogue with Milanese sophistication. The interior architecture reflects this fusion — West Coast echoes reinterpreted through a distinctly local lens.
OTB acquired a minority stake in the brand in 2019, and from that moment a relationship developed between Amiri and Renzo Rosso. “Having a partner like Renzo is special because he understands that we need to grow in our own way, but he also helps us to think big and see the brand’s true potential”, the designer noted.
Rosso’s advice
Amiri also spoke about the guidance Rosso has shared with him. “Rosso’s most important piece of advice? ‘Be brave’. If you build solid foundations, focus on quality and speak directly to your community, then you must have the courage to think big”. He stressed that the Milan boutique is not merely a retail point, but a signal of a broader intention to take root in Europe. “Europe is our second home”, Amiri explained, recalling that Paris has long been the stage for the brand’s collections, while Italy now offers fertile ground to build a direct relationship with consumers. With 31 boutiques across the United States, Asia and the Middle East, and revenues estimated at over 300 million dollars, the Milan opening marks a decisive step towards full globalisation of the label.
The United States remains the core market, of course, but the blend of ready-to-wear and luxury craftsmanship is enjoying “considerable success”, enabling the brand to grow, as Amiri emphasises, “in a healthy way”. One of the most promising designers of his generation, Amiri burst onto the international scene in 2014 and quickly won over actors and musicians with his skinny jeans embellished with leather inserts. In just a few years he carved out a space in the luxury sector thanks to unique, custom-crafted creations, becoming instantly recognisable for an aesthetic that mixes rock energy with vintage influences. Now the brand arrives in Milan, bringing with it its unmistakable signature style.
