Since I first started wearing the Tomboy Jeans from Amo Denim, I knew I was in love. Not only did they fit me, which any woman knows is a small miracle when it comes to jeans, but I loved how they conformed to my body over time. The brand quickly became one of my denim go-to's, and I was even more excited when I found out that they're made in LA! With a mission to create the perfect pair of jeans, Kelly Urban and Misty Zollars founded the line in 2014. Now, they're modern yet vintage inspired collections can be seen on everyone from Olivia Wilde to Kendall Jenner. I had the wonderful opportunity to interview Kelly and Misty, learning more about the history of the line and where they see denim going.
MP: What was the inspiration that created AMO? Was there a main goal for starting the line?
We were inspired by our own personal desire for the “perfect” pair of jeans! We wanted a real pair of jeans, but we couldn’t find one that was comfortable to wear and also fit right. We absolutely love vintage jeans, but they typically don’t have any stretch and rarely fit well. So, we set out to create a modern, vintage inspired denim collection that combined the best of both worlds.
MP: Who is the AMO woman?
The AMO Woman is fun, fearless, and comfortable in her own skin. She lives by her own set of rules. She is the woman we all want to be...the woman that is confident, unique, and unapologetic about who she is and always lives true to herself. She's a badass, a girl’s girl, and the real deal!
MP: How do both of your respective backgrounds influence the line?
We’ve both worked at several different fashion brands and have been designing for many years. We’ve designed everything from denim to sweaters to swimwear (of course jeans are our favorite!). Before launching AMO, Kelly was the women’s Design Director at Current/Elliott and Misty was Senior Design Manager at True Religion.
MP: What's your favorite AMO piece ever?
Kelly: BABE- It’s the only high waist jean I’ve ever felt like I could pull off, because the fit is so flattering.
Misty: TWIST- It is a versatile jean that can truly be worn with any shoe and I love the ankle slit detail.
MP: How important are innovative production and design practices to the company?
Los Angeles is known as one of the very best places in the world to manufacture denim, we wouldn’t make our jeans anywhere else! Here in LA we are lucky to work with some of the very best denim factories and wash houses and we believe that long line of expertise and craftsmanship shows through to our end product. Materials are also very important! We use only the very best quality denim, and that makes a huge difference on how a pair of jeans feels on your body as well as how long they last. As we’ve said before, a good pair of jeans should get better with each wear!
MP: Where do you think denim trends are going? What do you think are the hottest styles for this season and next?
We feel that denim is trending to authentic denim- vintage inspired with great washes and subtle novelty details. The hottest style for this season is a great cropped boot- our JANE fit is perfect for this look. For Fall, we are excited about our new fit, Darlin’- a high-rise, straight leg, cuffed jean.
MP: How do you think AMO fits into the LA style scene?
AMO is an LA based brand and we are both LA natives. With that, it is natural that AMO fits into the LA style scene effortlessly. Denim is a huge influence on style in LA. Our jeans can be worn dressed up or down. That is the great thing about our denim, you can work it into your wardrobe everyday.