AMI was founded in 2011 by Alexandre Mattiussi. Aided by Marc Jacobs, the designer launched his label that comprised clothes his friends would wear to great acclaim; swiftly becoming a buyer's favourite. The label's ready-to-wear collections includes casual staple pieces that make a statement. The label's founder wanted to create a brand in which he could dress 'as many men as possible' , which has resulted in a diverse offering. Bags then, range from smart iPad-perfect clutches to utilitarian rucksacks.