The Nicest Guy In Menswear?
The French label Ami has become something of a cult favorite in menswear circles. The three-year-old brand is still relatively small but it's gaining ground at a fast clip thanks to smart retail decisions, a recent buzz-worthy fashion show and actually producing solid clothes that guys want to wear. All the brand's success can be traced back to the decisions of its amicable founder and designer, Alexandre Mattiussi. WWD looks into Ami's fast rise as one of the most successful upstarts in the style game today and pins the triumph on Mattiussi's friendly, down-to-earth personality. The story tackles his personal style, how he worked to build and expand the brand, his attempts to keep prices somewhat reasonable and even dips into a possible feud with fellow French label APC.