Here at Amirab we have a strong passion for fashion. We do, however, hold a love-hate relationship with the industry and what it has become. Nowadays, many people have become obsessed with throw-away fashion. People are buying cheap and poor quality clothing that they will wear once, twice or even not at all, before throwing in the bin to spend the rest of its life in a landfill. Did you know that within the UK alone, there is an estimated £46.7 million of unworn clothes lingering in wardrobes? Or that the fashion and textiles industry is the second largest polluter in the world after oil?
We want to change mindsets and ways of thinking. We want people to value their clothes again and see their total worth. We want people to understand that each garment they wear has been made with special attention to detail, and has already embarked on a long journey to reach their wardrobe. People have lost sight of this and no longer give their clothing the true value it deserves.
This is why we design and produce high quality, sustainable clothes that carry a timeless elegance in their style. During the creative process, it was important that we designed versatile clothing that would translate well from work to off duty, or from a casual gathering to a more formal affair. We even selected bold yet warm colours that can be worn all year-round and accessorised easily with contrasting colours that will allow you to create endless looks. The classic cuts and designs of the confidence collection are eternal - because sophistication and elegance never go out of style.
We see clothes as an investment, not a gamble, as we buy clothes that we know we will adore forever and not just for the next one or two seasons. As Carrie Bradshaw once stated “I like my money where I can see it... hanging in my closet”.
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