A Love for Animals and Vintage Denim by AMO
On one side of the denim industry coin we’ve got raw denim, a staple favorite of die-hard denim fans who want to break jeans in to fit their own life’s story and adventures, and on the other side we’ve got fans who are just as die-hard about styles that already have that vintage touch, well-broken in and slouchy with heavy distressing which keeps successful companies like RE/DUN, who repurposes old, worn out Levi’s jeans, successful. I can appreciate both sides, as denim covers a such a fascinatingly wide spectrum and it’s all interesting to me that a jean just isn’t necessarily just a jean anymore! But it’s jumped into an other awesome realm lately with companies adding charity to their list. AMO, a company founded by Kelly Urban and Misty Zollars, two great friends who call themselves “denim soulmates,” was founded on the principles of both vintage denim and charity. AMO was founded in 2014 when the two girls realized their love for vintage jeans just wasn’t very well fulfilled in the existing market, both in fit and comfort. But the passions of the two girls also lie in animal welfare, using AMO as a catalyst for helping the cause of the growing problem of stray animals. A portion of AMO profits are donated to SNP LA, the Spay Neuter Project of Los Angeles, which has fixed over 100,000 cats and dogs in the Los Angeles area, preventing millions of unwanted animals from ending up on the streets! AMO also encourage shoppers and fans to donate directly to the organization through the AMO website. Check out these ultra comfortable looking vintage styles from AMO below!
This fresh, feminine approach to authentic denim is what sets AMO aside from the others in the market. The magic truly lies in Kelly and Misty’s interpretation of how to apply vintage details to denim in a high-end, unique and even subtle way, and the result is a pair of jeans that is genuinely effortless.”
There is an old set of rules out there when it comes to designing denim, and we are taking a new approach from a different generation and a woman’s point of view” explain Kelly and Misty. “We want our jeans to become your go-to, must have pair, because as women we know its the best feeling to be able to slip on a pair of jeans and not only look great, but also feel great in them.”