“When I think about AMI, I see the idea of friendship and love, a brand with very good and very positive vibe,” said AMI founder and creative director Alexandre Mattiussi. “I wanted this collection very easy in the way that for me it’s like a cola you know it’s like a croissant. You go, you see it’s nice, and you want to wear it right away. It’s a nice collaboration with two brands people love.”
From first glance, AMI’s touch is evident through the use of quality materials and laid-back Parisian tailoring. Pleated shorts come in a boxy fit, extending below the knees, and T-shirts sleeves are extended, styled in a roll-up look. Hoodies come in green with thick drawstring chords and stacked bottom hems, and a light khaki trenchcoat offers an easy layering option. Other apparel and accessories include relaxed sweatshirts, polos, pants, sports bras, shoulder bags, bucket hats, and caps.
Collaborative iterations of Puma’s classic Suede Crepe, Slipstream Lo, and newly released Suede Mayu silhouettes are also introduced to create a full head-to-toe look. The pairs are dressed in white and sail uppers, gum outsoles, and co-branded hearts adorned on the tongue tabs.
“The partnership with AMI was a no-brainer, their name literally means ‘friend’ and that’s what PUMA is all about – a community, a family,” said Adam Petrick, Global Director of Marketing for PUMA.