Browns, the prestigious luxury retailer owned by Farfetch, has joined forces with Los Angeles-based brand Amiri to launch an exclusive capsule collection called Browns x Amiri. This unique collaboration celebrates the fusion of music and high-end fashion, offering customers a range of 21 unisex ready-to-wear pieces along with a pair of sneakers. The collection is available at Browns’ flagship store in London, as well as on their webstore.
To showcase the collection, Browns has transformed the Focus Room at their Brook Street location into a nostalgic space reminiscent of a vinyl store. With green hues, wooden paneling, vinyl crates, and neon signage, the atmosphere sets the stage for customers to immerse themselves in a vintage music experience. In addition to the collection, Browns and Amiri have partnered with Soho’s Phonica Records to curate a selection of vinyl records for customers to browse and purchase.
The launch of Browns x Amiri coincides with Frieze Week in London, and Browns has organized an exclusive event to commemorate the occasion. The event will feature live performances by Ojerime and a DJ set by Zakia, creating a vibrant and energetic atmosphere. This partnership with Amiri underscores the brand’s strong connection to music, as it continually pushes boundaries in luxury menswear through its fusion of music, community, and product.
The AW23 collection by Amiri draws inspiration from the designer’s own formative years and his collaboration with iconic hip-hop producer DJ Premier. The Amiri for Browns capsule collection acts as a soundtrack, capturing the essence of being in a recording studio and the transformative power of hip-hop music. The collection features subverted classics with unexpected design details, stylish yet comfortable suits, blazers inspired by varsity jackets, deconstructed shirts, and pleated track pants. With its fluid and unisex aesthetic, the collection showcases generous proportions and slouched shapes.
Founder of Amiri, Mike Amiri, commended Browns for its commitment to innovation and its unique approach to presenting collections. He described the partnership as a natural and organic fit. Thom Scherdel, Senior Menswear Buying Manager at Browns, expressed excitement about working with Amiri and praised the brand for its significant presence in the luxury fashion industry, both commercially and culturally.
The Browns x Amiri exclusive capsule collection epitomizes the intersection of fashion and music. Through this collaboration, Browns reaffirms its reputation as a leading destination for cutting-edge and prestigious brands, offering customers distinctive and relevant offerings that cannot be found elsewhere.
