AMO, simply translated, is the Latin root word for love and it is fittingly applied to how the label’s founders, Kelly Urban and Misty Zollars, feel about denim. The label was born with the objective of creating the perfect pair of jeans designed by women who get it. AMO set forth to bring back the true intention of denim, to offer jeans that felt real, that got better with every wear, yet were so comfortable you never wanted to take them off. The result is a refreshing collection of new denim favorites that are timeless, yet decidedly modern. The collection is lovingly made in Los Angeles, with an uncompromising approach to craftsmanship.