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AMI Paris
AMI PARIS, PARISIAN CHIC ENTERS THE STREETWEAR WARDROBE
ALEXANDRE MATTIUSSI FOUNDED AMI IN 2011, FOR HIS FRIENDS
The name is read two ways. A.M.I. are the initials of Alexandre Mattiussi followed by the last letter of his surname; ami is the French word, and the brand's mission statement. Born in 1980 in Normandy to an Italian father and a French mother, trained at the Duperré school and then in the menswear studios of Dior, Givenchy and Marc Jacobs, Mattiussi realized that no fashion house was designing the clothes he wanted to see on his friends: well-cut, desirable pieces, but wearable on a Tuesday. He founded AMI at the end of 2010 and presented his first collection for Fall-Winter 2011 — not at Fashion Week, but in a café on rue des Petits-Champs.
What followed happened fast. First Paris store in December 2012, the ANDAM award in 2013, womenswear in 2018. In January 2021, the fund Sequoia Capital China took control of the capital with revenue already exceeding 50 million euros, and the brand expanded into Asia, where it became a phenomenon. Mattiussi remains chairman and creative director; in 2026, he chairs the jury of the same ANDAM that first brought him to prominence.
AMI DE CŒUR: THE STORY OF A LOGO
A red heart set on top of an A. That's it, and it has become one of the most recognizable logos in contemporary fashion — Le Monde devoted an article to it, “the story of the runaway success of a logo.” Ami de Cœur appeared early in the brand's history, embroidered on the chest of a pull, and it has since carried the essence of its identity: fashion that is kind to the person wearing it, that doesn't intimidate, that smiles.
The logo also defines the strength of the positioning. AMI is neither a traditional luxury house nor a streetwear label; it sits exactly between the two — couture-house tailoring in the cuts, an embroidered heart that speaks to the sneakers generation in the details. That's why you see it just as often on a trench coat as on a hoodie, and why the hoodie sells just as well as the trench coat.
T-SHIRTS, HOODIES, CREWNECKS: AMI DE CŒUR PIECES
The T-Shirt Ami de Cœur is the entry-level piece and the deepest part of our selection: heavyweight cotton, a straight cut with a slightly roomy fit, tone-on-tone or contrasting embroidered heart. The Black Red and the Navy Blue Red are the two classics — red heart on a dark base — while the White, the White Black and the Blue Sky are the summer version. The Patch variant replaces the embroidery with a sewn-on patch, while Wild Spark and Place des Victoires add graphics around the heart.
The Hoodie Ami de Cœur uses the same language in heavyweight fleece: White, Navy Blue, Black Red, Bronze, Blue Sky. The Crewneck — Red Patch, Lilac, Beige Patch in two-tone — and the Sweatshirt zipped in black or sky blue round out the knitwear range. These are pieces cut to last, and that hold their value: AMI is one of the few brands in the scene whose resale market performs well.
HOW TO WEAR AMI PARIS
The rule is the brand’s own: casual and chic at the same time. The T-shirt is worn under a tailored jacket or a bomber, the hoodie under a long coat, with straight-leg trousers rather than joggers — it’s the trousers that tip the outfit toward the Parisian side. On foot, grey New Balance or Samba: low-profile, understated silhouettes that do not compete with the heart.
In our streetwear section, AMI holds a place of its own, alongside Casablanca and Jacquemus: the three Parisian brands that proved, in less than fifteen years, that luxury could speak to the street without dressing up as something else. Our sweatshirts and hoodies and our t-shirts bring together AMI pieces with those of its neighbors.
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