Amarcord was established in 2016 by four friends from London, with diverse backgrounds in Art History and Fashion. The company’s creation came about following discussion of the influx of mass-produced and essentially meaningless ‘slogan-t’s’ flooding the current market. Motivated by a shared love of literature, music, film and art from past eras, we select quotations that resonate and inspire, which are then hand-embroidered in our own handwriting script. Our aim being that each piece feels personal and precious.
Amarcord attempts to blur the boundaries between art and fashion, by creating a platform for up and coming fine artists. Several of the pieces from our current collection incorporate original illustrations by Kate Dunn, an artist who has recently graduated from the Florence Academy and whose work has been exhibited at the Royal Academy in London.
Similarly to artworks, each t-shirt is numbered, with only a super-limited run of 12 pieces available for any given design.
ONCE THEY’RE GONE, THEY’RE GONE, AND OUR CUSTOMERS GO AWAY SAFE IN THE KNOWLEDGE THAT THEY’RE WEARING SOMETHING TRULY UNIQUE.
Our designs are made on American Apparel® t-shirts and all our embroidery takes place in Mumbai, at a fair-trade factory which is used by many luxury high-fashion brands. Quality and ethics are a key concern for Amarcord. In the current climate of mass-production and mass-consumerism, we create pieces that are made to last and bypass the unrelenting cycle of trends.