The London-based luxury retailer Browns and the LA-based brand AMIRI join forces for a collaborative collection and an immersive store takeover that has fashion, music and community at its heart.

The story of this collaboration actually originated in Queens, NY, when Founder and Creative Director Mike Amiri found himself in hip hop producer DJ Premier’s studio. There, the two bonded over their love of music, both exchanging ideas and tracks, which became Amiri’s jump point for this collaboration.

The Browns x AMIRI collection consists of 22 pieces, one of which is a pair of Red Skel Top Low sneakers. A sense of ‘50s Americana can be felt throughout the collection, notably through the Red Plaid-Check shirt or the Falling Records shirt, echoing a sense of nostalgia.

Blazers are mixed in with varsity jackets, while elsewhere we see deconstructed shirts and track pants, all created with oversized proportions and loose-fitting silhouettes to create a genderless collection. 

The collaboration doesn’t just come in the form of garments but also as an immersive installation found on Browns Brook Street’s Focus Room. For the occasion, the room has been decorated with hues of green, wooden panelling and a neon sign, in line with the collection’s themes. The room will also hold crates of vinyls specially curated by the iconic Soho location Phonica Records.

“We really admire the store’s commitment to this ethos and unique way of presenting its collections,” says Amiri. “These values resonate with our own, and there was a shared vision that came together very easily and organically.” 

The full collection is now available in store and online.

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