AMO was founded in 2014 by Kelly Urban and Misty Zollars - longtime friends and self proclaimed "denim soul mates". The duo set out to fill a void in the women's denim market. "We couldn't find the jeans we wanted to wear," both stated. "We absolutely love vintage jeans, but we find that they rarely fit well and are often uncomfortable. We wanted that vintage look, but also wanted a jean that fit perfectly, and that felt good on. So we set out to create a modern yet vintage inspired denim collection that combined the best of both worlds." All AMO pieces are exclusively designed, cut, sewn, and washed in Los Angeles.