Browns launches exclusive AMIRI collection in new Focus Room installation

Browns has launched a new exclusive collection from Los-Angeles-based brand AMIRI that "celebrates the love of music and luxury fashion", showcased in a new installation in the Focus Room at its store at 39 Brook Street.

The capsule collection, which is made up of 21 unisex ready-to-wear pieces and one pair of sneakers, sits alongside the Browns buy of AMIRI’s AW23 collection – for which the design process began with brand Founder and Creative Director, Mike Amiri, in the New York recording studio of hip-hop producer DJ Premier.

In keeping with the AMIRI AW23 runway show, the installation – which is running until 5 November - is awash with hues of green and wooden panelling alongside a nod to a vinyl records store, with crates and neon signage adding to the authentic feel.

Alongside the collection, Browns and AMIRI have teamed up with Soho institution Phonica Records, providing an expertly curated selection of vinyl records for customers to browse and purchase.

The optimism of 50s Americana weaves throughout the new collection, incorporating AMIRI’s signature aesthetic, which is described as "subverted classics with unexpected design details".

There’s relaxed suiting and blazers reimagined with varsity jacket details, alongside deconstructed shirts and pleated track pants. The collection is "fluid with generous proportions and slouched shapes".

Mike Amiri, said: "Browns has an incredible reputation for housing the most innovative and prestigious brands in the world. We really admire the store’s commitment to this ethos and unique way of presenting its collections. These values resonate with our own, and there was a shared vision that came together very easily and organically."

Thom Scherdel, Senior Menswear Buying Manager at Browns, said: "We have been working with AMIRI since its inception and have loved watching the brand thrive to become a luxury power player standing shoulder to shoulder with some of the biggest names in fashion both commercially and culturally.

"The AW23 show had so much identity and we wanted to harness the momentum and look at ways we could build on it and create an exclusive capsule that would be even more relevant for the Browns customer."

Prices for the capsule collection, which is also now available on the Browns website, range from £350 for a t-shirt to £2,900 for a cropped varsity jacket.