Farfetch’s Browns has teamed up with Los Angeles-based brand Amiri for an exclusive capsule collection and an immersive installation in The Focus Room at Browns’ Brook Street store in London.
This collaboration celebrates the intersection of music and luxury fashion, offering 21 unisex ready-to-wear pieces and a pair of sneakers. The collection is available at the flagship store and through the retailer’s webstore.
The installation in The Focus Room is designed with a vibrant green color palette, wooden panelling, vinyl crates, and neon signage, creating a nod to a vinyl store. As part of the experience, Browns and Amiri have partnered with Soho’s Phonica Records, offering a thoughtfully curated selection of vinyl records for customers to explore and purchase.
The launch coincides with Frieze Week in London, and Browns will host an exclusive event featuring live performances by Ojerime and a DJ set by Zakia.
Amiri, with its strong ties to music, consistently pushes the boundaries of luxury menswear, seamlessly combining a love for music, community, and product. The inspiration for the Amiri AW23 collection began in the Queens, New York studio of iconic hip-hop producer DJ Premier, where Mike Amiri and DJ Premier exchanged ideas and unearthed archival cuts that resonated with the designer’s formative years.
Drawing from this source of inspiration, the Amiri for Browns capsule collection is akin to a soundtrack. It embodies nostalgia and inspiration, echoing the experience of being in a recording studio—experimenting, discovering new rhythms, and exploring innovative material combinations. The collection pays homage to the transformative power of hip-hop music, with a thread of 50’s Americana optimism running through it.
The capsule features reimagined classics with unexpected design details, comfortable yet elegant suiting, blazers infused with varsity jacket elements, deconstructed shirts, and pleated track pants. The collection boasts fluidity with generous proportions and relaxed shapes, making it a perfect unisex offering.
Mike Amiri expressed his admiration for Browns, highlighting the shared vision that made this collaboration organic and straightforward. Thom Scherdel, Browns’ Senior Menswear Buying Manager, emphasized the brand’s commitment to innovation and the creation of a capsule that aligns with the Browns customer’s preferences.