How Mike Amiri Built a Luxury Fashion House From a 30k Investment in Himself

On this week's episode of IDEA GENERATION, designer Mike Amiri takes us on a journey from his early days growing up in Hollywood, to releasing his first capsule collection, to launching his flagship brand, AMIRI. From handcrafting clothes for musicians, to reaching over $300 million in annual revenue, Mike Amiri's journey is truly remarkable... and it all started with one idea.
Act I
00:00 - Intro
01:16 - Influence of Parents' Professional Life
02:01 - Importance of Supportive Network
02:21 - Discovering Creative Abilities
03:32 - First foray into Fashion
03:55 - Influence of Hollywood and Culture
04:37 - High School Years in Beverly Hills
06:00 - Overcoming Creative Blocks
06:27 - Transition to College and Music
07:50 - Pursuing Academics and Law School
09:20 - Unexpected Journey into K-pop
11:00 - Knowing When to Pivot
11:25 - Entry into Fashion Industry
12:56 - Balancing Work to Pursue Passion
13:23 - Building a Network and Developing Craft
14:45 - Embracing Failure and Growth
15:07: Freelance Gigs & Being a One-Man Show
16:17 - Going All In & How Amiri Began
18:15 - Getting Amiri Out into the World
19:28 - Choosing His Last Name to Build a Fashion Empire
Act II
20:26 - Unleashing Exclusive Styles at Maxfield
20:57 - Creating Illusion and Demand & Refining the Foundation
22:32 - Balancing Creativity and Business
23:15 - Staying Exclusive in the Fashion Industry
23:53 - Definition of Personal Success:
24:20 - Why Amiri Has The Best Denim In The World
25:10 - Protecting the Brand's Essence
27:14 - The Endless Pursuit of Excellence
28:07 - The Fear that Comes with Scaling & The Importance of a Mentor
29:45 - Defying Norms: The Rodeo Drive Store
Act III
31:21 - Evolution of Aesthetic and Influences
32:10 - Amiri’s Uniqueness Reigns Supreme in Fashion
33:17 - Where Ideas Spark
33:30 - Creating Solutions and Making an Impact
34:57 - The ROI of a Paris Runaway Show
36:00 - Most Important Qualities
36:23 - Maintaining Humility and Leading from the Ground Floor
38:06 - Sacrifices, Family, and Carving Out Time
41:31 - Values over Materialism
41:55 - The Vision of the Next 10 Years
43:07 - Empowering Undiscovered Talent through the AMIRI Prize
44:30 - Uncompromising Dedication to Brand Integrity
Credits
Noah Callahan-Bever
Creator & Host, Idea Generation
Starring: Mike Amiri
Musical Director: A-Trak
Animations by: Sang Bleu / IDEA GENERATION
Executive Producers: Helena Ox, Tricia Clarke-Stone and John Walaszek
Producer: Jack Erwin
Creative Director + Editor: Kyle Gaughan
Produced by: RAW Media House
Director: Mike Marasco
DP: Taylor Ross
Producer: Kasandra Baruch
Production Manager: Brian Antezana
AC: Spencer Wood
Gimbal Op: Matt Stanley
Sound: Jonathan Mendoza
Gaffer: Tanner Nichols
Key Grip: Eric Gilbert
Art Director: James Rene
MUA: Natasha Severino
PAs: David Kelly, Estavon Hawley
Vintage Photos by Nathan Morse
Special thanks to:
Nima Zaribaf
Pauline Perina
Cooper Lichacz
#mikeamiri #amiri #ideageneration

[@TheDoknoh]

It's hard to overstate how authentic Mike's vision is or how admirably impressive the scrappy-ness of his his start was. When you think of luxury brands and the scale of their hard costs, it's pretty incredible to think that he started with 30k from his personal savings and just kept rolling his profits back into the business until he was well over 100mm in annual revenue...

[@rafeeqwarfield9690]

Perspective. Appreciate that!

[@westsideconnections1968]

I’m sorry but I grew up with the Amiri’s and in the mid eighties Mike was 8 or 9 years old. The family also lived in north Beverly Hills in a large house. I’m only 10 mins into this video waiting for more BS for y’all to believe. Mike is a super good guy and we have remained friends, but a lot of this is way out of what their reality was.

[@Andrewcantron7]

It wasn’t actually that scrappy he was selling $2,000 hoodies in 2004 in boutiques in the us as well as Germany. Dude also had rich parents.

[@Kentarius]

@@westsideconnections1968lmao

[@amirbahrami2079]

It’s an exclusive brand on rodeo drive of cours a lot of people haven’t heared of it, just like bijan the exclusive suit designer

[@jhanvimehta3578]

I still remember when he posted this : Print your t-shirt idea and you are a designer. Start painting and you are an artist. Spin music for your friends and you are a DJ. You don't need anyone's approval. Once YOU decide who you are then you become who you are meant to be. - Mike Amiri

[@IDEAGENERATIONOFFICIAL]

legendary

[@kurtlouis]

Legendary

[@dfmrh12345]

He follows me on IG since 2016 and I don’t know why…

[@gvs6462]

@@dfmrh12345 because you paid him to do so long time ago. He just took a long time to get to it, but now he remembered

[@n3co]

Have a nice day

[@SLAUSONGIRL]

Gotta thank them rappers for the free marketing because it’s the first time I ever heard his brand.

[@nov23gbe]

A Boogie & Pop Smoke

[@Tony-FXLOL]

We got your attention that’s it works you’re welcome baby and don’t compare your 50 dolar h&m jeans please

[@absbarsy6833]

They get given some clothing as free promo..that's how hip-hop clothing culture works

[@duluthdjs2588]

Thank him for the hip hop lyrics 😂

[@wisam5053]

And they should thank him for creating something that looks good lol how u takin credit for liking something? What a weird constant insecure and entitled way to look at the world

[@quincyvadan9176]

I had the pleasure of working with Mike on some projects last year, and I have to say that this dude is cool. He gave me a chance when I cast no shadow in the jewelry industry and allowed me to produce some concepts for his men's jewelry collection. He even tagged me on Instagram. Who does that? No one. They usually never give any credit to the artists that contribute. But he does because he genuinely wanted me to succeed. The whole experience gave me the boost I needed to take my artistry to new heights giving me access to a higher tier of clients and my price definitely went up. So yeah, he's the real deal. Shout out to MA. Peace.

[@alfrednova4844]

Inspo❤

[@travisthornton5726]

That's dope man, thanks for sharing that experience. Super cool!

[@rondarita]

Love this❤

[@fredrickcaples6112]

🧢

[@imoutside7429]

His huge success is due to the Black celebrities and influencers mentioning and wearing it. Hence why he opened a flagship store in Atlanta. To his defense he wasn’t targeting the black consumers. That’s what makes the Black industry people seek you. They want what doesn’t want them. The key is to don’t target the black community, let them find you by targeting the white consumers. White ice is colder. Congrats to Mike.

[@delvardosimon8544]

Straight facts and it’s really sad.

[@nov23gbe]

That’s crazy & it’s facts though.

[@wisam5053]

And they should thank him for creating something that looks good lol how u takin credit for liking something? What a weird constant insecure and entitled way to look at the world

[@nacl9802]

this serires is crimminally underated

[@TheDoknoh]

🙏🏻💡🙏🏻

[@IDEAGENERATIONOFFICIAL]

this is a criminally underrated comment

[@granthoekstra7538]

Super interesting comment about time @ 14:45 Anyone who’s trying to build something, this is gold!

[@IDEAGENERATIONOFFICIAL]

a true gem

[@galanacci.the.creator]

I love the fact that he was hustling whilst he had young kids. I don't really follow Amiri like that but I respect the vision and the hustle that he's done - a lot of upcoming creatives like myself can learn a lot from this! Thank you for putting out Mike's perspective out there for us to study.

[@giovanibenjamin6151]

Thank you for this interview definitely one my top favorite designers of this generation, extremely inspirational

[@marcusc2352]

MIKE IS THE GOAT LETS GO! I’m an aspiring designer and Amiri is easily the most inspirational designer of this century. The success, the personal story, the brand, the product, truly a hero of mine

[@IDEAGENERATIONOFFICIAL]

💡💡💡

[@derekrossi7669]

OMG! I did not know of this designer and brand. One of the best fashion interviews I have ever seen! A must see for anyone seeking to start any type of business! M. Amiri .... Bravo!

[@DippedInInk]

Thanks for this interview. Amiri is a powerful brand out. U see it on tv and hear about it a lot. The brand will be around for years to come.

[@drimdrimz]

These episodes bring me to much motivation, now I gotta bring the discipline myself

[@TheDoknoh]

Just making something will put you in front of 98% of people.

[@BigDbaands]

i love this vid so much! im an upcoming aspiring fashion designer and just hearing mike talk about these type of things & all the work he put in it just inspires me to keep going. no one in the high fashion industry really talk abt the route they took and the sacrifices they made to get where they are today! great vid!

[@teezski]

literally !!!

[@Thereservist45]

Great interview. Number one take away is “Never intentionally compromise. The minute you do, you’ll compromise all your products thereafter.” Its amazing to witness the brands growth and how Mike is giving back with the Amiri fashion fund to help the next generation of great creatives. I’m excited to see what they do next. Looking forward to Amiri carving a niche in the beauty and fragrance market as well as high-end furniture.

[@IDEAGENERATIONOFFICIAL]

🙌🙌🙌

[@theenatewhite]

Give Mike some water

[@jpdaye]

This was a gem, Ty 🤜❤️

[@jhanvimehta3578]

Well to be honest, he has inspired me a lot. He is so authentic and amazing! It's been years since I am supporting him and his brand. Thanks for this.

[@IDEAGENERATIONOFFICIAL]

thank you for watching!

[@WiLDCHiLD.]

The algorithms are being cool today. I was watching another video and an ad for Amiri came on. I was going to skip it, but I didn't because I love fashion, and I had never heard of this brand. So, I Googled it and clicked on the videos, and this was the first one in the search results. I'm so glad I did because this was a great motivational story. It's really inspiring. I'm going to save this to my motivation videos playlist. Thanks for the story, and since I'm new to this channel, I can't wait to see what other great stories there are for me to watch.

[@altermachina]

I didn't know him or his brand(I'm not into fashion) but that was really inspiring. I like his mentality and might come back to this video for inspiration in the future. Thanks again for this channel and your videos

[@choseupcorporation936]

THANK YOU IDEA GENERATION AND ACURA!!!!!!

[@TheJosephHarris]

First time viewer and I have got to say that this interview was bombastic. Incredible quality and unique framework into the mind of Mike Amiri. Thank you for this quality of content. From a future fashion founder, thank you! New Subscriber. -JH

[@IDEAGENERATIONOFFICIAL]

🙌🙌🙌 glad you enjoyed!

[@vaniaorkelsey]

This was lovely and inspiring to watch.

[@aone7874]

wow this was amazing. This guy is so thoughtful

[@animativespace]

This interview was super inspiring especially the way he talked about failure and time. Its a struggle I have been dealing with as 3d artist getting into creating product. Great interview Noah

[@TheDoknoh]

Glad you enjoyed. I really found Mike so impressive and so candid about the rocky road to his success.

[@animativespace]

@@TheDoknoh yup he changed the way i look at failure. Its not the end but a step

[@AxelAxe]

So happy to see @Noah Callahan-Bever back with another amazing series. This is at the top of my watchlist

[@TheDoknoh]

Thank you, kindly. Really glad to hear you're enjoing IDEA GENERATION.

[@AxelAxe]

@@TheDoknoh you’re welcome. Would love to see you cover some filmmakers in the future.

[@TheDoknoh]

@@AxelAxe Absolutely, I have a few directors on my short list. The WGA strike has made it a little difficult because all the directors that are also writers want to show solidarity and not promote while they're picketing... In the meantime, though, I would recommend checking out the Sacha Jenkins episode.

[@AxelAxe]

@@TheDoknoh adding to my watchlist. I haven’t watched any of his films yet so thanks for the recommendation. Super curious how do you get such great people for your interviews

[@officialmbecker]

Noah this is absolute fire! Awesome get! 🔥🙌🏼👏

[@TheDoknoh]

Thx, glad you enjoy. I think it's one of our best.

[@issacsalinas99]

Such a great interview, he’s so wise!

[@Psysvibe]

Thank you for this ❤

[@HIGHCLASSBOSS]

Great episode very inspiring to the myself and any future creative person that’s out there!! Thanks for the upload. Going to continue with my brand almost gave up myself thanks to mike amiri imma give it another GO.

[@sirmrkitchenman]

"the real reward is the journey" so motivating for me as i rot in my bed haha thanks mike and interviewer

[@inhomerenovation]

Los Angels product with a vision implemented dad‘s ethics Definitely a lot of golden nuggets to use for anyone that wants to get into business and designing

[@_kingkaizen]

🔥Wow, the mind on this man. Truly phenomenal.

[@Travellingpeoples]

Thanks for the podcast

[@sagyr]

how calm his voice is thanks noah for this

[@PhetogoNoore]

This was a great and precise masterclass

[@user-rd1xo1dq3w]

respect to Amiri, i would be happy to work with you in few years. thank you for the great inspirational video

[@norovibes]

Wow thanks for this episode! Love the story, the format, the production , the flow. 👏🪩

[@thecoach11]

Great interview and very informative 💎💎💎💎👏🏾👏🏾👏🏾👏🏾

[@MrAmbush206]

This was great!

[@grinduntiludie]

Barz! Thank you M. Amiri 🙏🏽

[@siphelelem.buthelezi6477]

1 of the best interviews I've watched

[@TheDoknoh]

That means a lot.

[@siphelelem.buthelezi6477]

I'm from South Africa 🇿🇦 Mike Amiri is my favourite Designer & he's humbleness is exceptional & his wisdom really life changing ❤

[@Errolholden_]

Supreme artistry.

[@DFJR93]

Inspiring Story!

[@manyielfieg4473]

Thank you. 🙏🏾

[@maneeshahooja]

Congratulations on your success.

[@crohnic_]

Mike is the realest deal on Rodeo. no cap

[@jhqs_]

Great video, tons of wise insights not just for fashion

[@IDEAGENERATIONOFFICIAL]

💡💡💡

[@ayysweetstea9339]

Wow Well done to him. Great!

[@whatthefvckisfashion638]

This man is beyond>>>>>>

[@Toobiig2fail.]

YOUNG LEGEND! ‘🔥🐐

[@GetOffMyy]

What a great video

[@ragz2rchzzz]

Excellent!

[@therealdonm8010]

Coming from the same area that Amiri was raised at this home. This is truly inspiring thank you

[@jesuschrist5488]

What’s West Hollywood like to live in?

[@therealdonm8010]

@@jesuschrist5488 Hollywood not West Hollywood

[@jesuschrist5488]

@@therealdonm8010 ohh gotcha, how is it over there?

[@shaun_wolf]

@@jesuschrist5488it’s nice and ghetto and dirty at the same time. Night time is sketchy

[@jesuschrist5488]

@@shaun_wolf Thanks! is it expensive to live there? What kinda sectors do people who live there work in?

[@julienplouffe1170]

Great story!

[@kg8472]

This is great content! Thank you !!!

[@derlavega]

i believe that fashion walks with art and mike makes me believe it's true

[@farewell1348]

Off topic but no way he's 47! I hope I can look this good and neat on my 40s.

[@jessegabriel2509]

Best question at 39:50 wow!!!

[@TheBeautifulMynd]

Dope!

[@pinefilms3141]

GEMS 💎✨

[@madeleinegeorge27]

I like this guy’s morals and integrity 🤔 They stands out, hence the reason for his success 🤩

[@creativeartbyluvensky]

This is stunning story. Amari is choosing is words wisely like on his collections. A gentleman with great values! Motivation to the next generations ✅

[@marklopez8741]

I’m reaching out to you Mike and I pretty much grew up with the same influence as you did with all the musicians in LA all the clubs seen but at the heart of it it’s really having your own style being yourself and if you’ve done that without compromise and that’s what I love about you Real quality will always rise to the top you’ve done that I’m so proud of you. There’s always been different people that come and go and want to be in the scene but you are your own scene and you’ve done that so well you shine my brother keep it up.

[@arezouniqu4702]

Braveee❤

[@shanipissedoff]

Rappers brought him up fasho

[@rizzworvy1000]

Tony yayo mentions M.A on his 1st album bout 2004!

[@SohoJoe202]

With Hip Hop where would he be. Thank God for Hip Hop

[@padraiccosta4644]

🔥🔥🔥🔥🔥

[@TikyeWilliams]

Genius

[@EsAdrianaR]

I found out about Amiri immediately after I started to get into fashion around 2018 and seeing how he still talks about what he does with the same conviction as he did 4 years ago is truly inspiring. He talks about substance because it is what lead him to this huge success and it is exactly what the current fashion industry needs. I'm so happy I get to enjoy this new luxury he is proposing where instead of segregating people he is actually creating spaces where the outsiders/younger generations can definitely fit in and relate. Thank you thank you Mike :)

[@arezouniqu4702]

آفرین عزیزم بهترینی 👏💪💎

[@tonyrobbins2558]

Interesting

[@gjulpimp]

I watched the entire video 🫶

[@efei33]

there is a amiri store in shanghai, jeans price over 1000usd

[@mixedbyyeldo]

💎

[@rockboyznative]

Only heard of Amiri due to Pop Smoke 💨

[@teezski]

27:30 cursed with being uncomfortable is so real 😭

[@PKP1]

Reapair the block style 🌺🏔️🌆

[@MillionaireDistrict]

As a brand owner and product designer, I enjoyed watching every bit of this and to see where he came from to where he’s at right now is MINDBLOWING. Love how coolheaded he is too and my big takeaway is how he is family oriented too despite the success, that’s my goal when I become a family man

[@alanserna]

Anyone knows the instrumental name of the intro?

[@IDEAGENERATIONOFFICIAL]

DJ A-Trak made it custom for the show. Glad you dig!

[@TayAmiri]

🐐

[@zurisaudaadaeze9803]

Name of the guitar riff song?

[@typell491]

Vocal fry to the max. Speak up bro!

[@baynardrustin97]

Hiero and del are from #Oakland ! Not la …..

[@simplyd8972]

Only ever heard of it from rappers

[@immaculate_g_253]

The streets make them popular but they never thank us

[@DILLITAUNT]

Dillitaunt was here for the insight & inspiration

[@user-yh2kg6cc2m]

hip hop made this brand

[@mikemoralesco]

Anyone know what shoe mike is wearing? Like model name

[@IDEAGENERATIONOFFICIAL]

It’s the MA-1 in w/w.

[@Floridaguy48]

Fucking legend

[@REAMPER24]

#lil kodak

[@abibopinho412]

This brand make me feel the same vibe as Yve Saint Louis... very classy and futuristic street

[@Coldirtybastard514]

I think you meant Yves Saint Laurent

[@LP320.]

RIP Pop

[@travisthornton5726]

Great taste in Hip Hop!

[@alexanderlopez9099]

Gotta thank Saint Laurent for letting him copy their designs

[@nashawnchery3502]

To the Idea Generation Team: The thumbnails to these videos should actually be clip from the interview. For the longest I had no idea this wasn't just another KZbin compilation video.

[@So.avant.garde1]

I like some of the offerings, and I have a hoodie, very pricey… But a lot of the items are over priced and they lack creativity.

[@DinoMaita]

Too bad Mike doesn't mention Living Legends crew & Arata when talking about the idea to rap in Japanese. Figures he would've heard this based his musical inspirations...

[@ivainyamutsamba8540]

❤🇿🇼