Alexander took the first steps to develop his own business at the beginning of the 2000s. However, he had a permanent workplace and did not want to combine the two types of activity. By 2010, the designer has accumulated enough knowledge of experience to start a project.
The brand’s primary position is to produce clothes for customers who are tired of chasing fashion trends. Despite the new lines, there are essential, standard series in every collection. This is the position that distinguishes the philosophy of the brand. The Ami collections represent a harmonious interweaving of French sophistication, lightheartedness, and high fashion elements. The master is inspired to feats by the city’s incredible energy, in which he never ceases to fall in love.
Until 2011, Alexander worked for the benefit of fashion houses. Such as Christian Dior, Givenchy and Marc Jacobs. Working in the prestigious segment and developing clothes worth several thousand dollars, the designer did not leave the thought about the advisability of releasing this type of clothing. In all honesty, Mattiussi admitted to himself that he hardly wore such things. Therefore, he decided to found a company whose products combined affordability, good looks, Parisian charm, and style.
The main difference between the company is to not following modern trends of fashion. Alexander asks his friends what kind of clothes they want to wear and tries to satisfy their needs as much as possible. The master uses various proportions, canvases, and accessories, forming a real man’s ideal wardrobe.
Ami’s assortment includes only essential items – denim shirts, cotton trousers, sweaters and sweaters. The most sought-after and original model has become a landmark for the company and brought its popularity, an unassuming sweatshirt decorated with three capital letters from the brand name. This basic version later became the basis for a complete collection.