AMO DENIM
 

amo denim

The designers behind the cult-loved, LA-based denim line share their favorite weekend spots in LA.


Here’s the thing with denim—you either fall hopelessly in love with a pair of jeans, or you can’t stand them. There’s also a mind-boggling array of options to choose from, all with varying forms of stretch, different washes, fits, and styles. In LA-based denim label AMO’s case, it’s a focus on vintage-inspired jeans that are made from true denim (there’s not much stretch), with an updated modern fit and styles. These are the jeans you’re always searching for but can’t seem to find at any other store (yet everyone seems to be wearing them).

Amo, which is a Latin root word for love, was the perfect name for Kelly Urban and Misty Zollars to call their new denim label. The Californian-based pair has been designing denim for over a decade (Urban was the women’s Design Director at Current/Elliott whilst Zollars was Senior Design Manager at True Religion), and when they couldn’t find a pair of jeans that got their heart racing, the duo set about creating their own. 

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"I HAVE OFTEN SAID THAT I WISH I HAD INVENTED BLUE JEANS: THE MOST SPECTACULAR, THE MOST PRACTICAL, THE MOST RELAXED AND NONCHALANT. THEY HAVE EXPRESSION, MODESTY, SEX APPEAL, SIMPLICITY - ALL I HOPE FOR IN MY CLOTHES."

- YVES SAINT LAURENT

The label has quickly become a cult-loved denim phenomenon, appearing on cool girls around the country (including Kendall Jenner and Olivia Wilde), and stocked in over 175 stores, including Vanessa Traina’s scion of cool, The Line. Since its inception in 2015—when the duo began the line with five different styles—not much has changed. Their core denim (like the Kate, a straight leg, mid-rise option that’s ideal for everyday), gets an update each season via different washes or small design tweaks, but mostly stays the same. For Urban and Zollars, denim is the piece they reach for everyday, mixing and matching styles for different occasions. In the spirit of their denim filled life, we asked the pair to narrow down their perfect weekend.

The Must-Visit:

The perfect weekend begins with a trip to the LA Flower Market downtown. The LA Flower District is full of vendors that sell flowers, but The Original Los Angeles Flower Market on Wall St will always be our favorite. It’s been in the same location since the 1920’s and they have the best selection of fresh-cut seasonal flowers.

754 Wall St, Los Angeles, CA 90014

for breakfast:                                    

We love going to Mr. Holmes Bakehouse in Highland Park (where we both live) for their coffee and pastries. The space is so open and full of natural light, so we like to take our time and relax here. Sometimes we’ll bring sketchbooks and bounce around some new ideas – it’s a great place to get inspired.

Mr. Holmes Bakehouse, 111 South Avenue 59, Los Angeles, California 90042


FOR lunch: 

There are so many fun new restaurants and shops popping up in our neighborhood (Highland Park). But we still love some of the originals the most – Cindy’s in Eagle Rock is our go-to breakfast spot (classic diner food with a retro vibe) and also El Arco Iris – a family owned Mexican food restaurant that has the best vegetarian burritos in LA. 

Cindy’s: 1500 Colorado Blvd, Los Angeles, CA 90041

El Arco Iris: 5684 York Blvd, Los Angeles, CA 90042