It’s a big moment for fashion in South Africa as Amiri, known for its luxury and craftsmanship, launched its first store in the Diamond Walk at Sandton City Mall.
Amiri store is now open in Sandton City Mall, South Africa
The brand, a staple in the luxury fashion industry, is making its mark in South Africa with this new venture
Operated by YAWA, the store represents a collaboration between retail visionary Arie Fabian, Grammy-winning artist Black Coffee, and DJ entrepreneur Euphonik.
Their combined expertise has set the stage for a unique luxury shopping experience in the heart of Johannesburg’s fashion district.
At Amiri, it’s all about the denim. The brand’s dedication to creating high-quality, bespoke denim pieces is evident in their meticulous craftsmanship.
The store features a range of styles, from wide cuts to kick-flares, each crafted to meet the highest standards of quality. This focus on denim is a key part of Amiri’s identity, bringing a touch of Los Angeles’ chic style to South Africa.
Last night, Arie Fabian talked about the store’s launch as a blend of style and innovation. He described it as a meeting point of different cultures, which resonates with South Africa’s vibrant landscape.
“This marks a bold synergy where style meets innovation, embodying a fusion of cultures, bringing forth a unique narrative in fashion that resonates with the spirit of the African landscape while redefining global trends. The Amiri store experience is immersive, harmonious and captures their distinctive aesthetic,” he said.
Black Coffee echoed this sentiment, emphasising the harmony between music and fashion that Amiri brings to the table.
“In music, beats harmonise; in fashion, style resonates. Collaborating with Amiri brings rhythm to couture, merging the pulse of sound with the allure of design, creating a symphony of style and substance. The opening of the store in South Africa is massive for the team and we are honoured to share it with everyone today,” the producer chimed.
The new boutique’s design is a true reflection of Amiri’s ethos, combining modern elements with influences from its Los Angeles roots. It offers a refined and intimate setting for clients to explore the brand’s offerings, including its sought-after ready-to-wear collections and exclusive accessories.
Founder and Creative Director Mike Amiri expressed his excitement about this milestone. He feels a deep connection with the energy and style of South Africa and is eager to bring the Amiri experience to Johannesburg’s fashion scene.
“Bringing AMIRI to South Africa has been a vision close to our hearts. The energy and style of this vibrant country resonate deeply with our brand ethos. We’re thrilled to introduce the AMIRI experience to Johannesburg, the fashion hub of the country, offering a luxurious unique retail journey for the discerning shopper,” he added.