It’s part of Image Issue 4, âImage Makers,â a hymn to LA style luminaries. In this issue, we pay tribute to the people and brands who are advancing the city’s fashion culture.
âMy clothes don’t stink of durability,â says Sami MirÃ³. She sits in her sun-soaked studio in the Arts District, thinking about the days before – before she became the emblem of environmentally sustainable and forward-thinking fashion. Over the past five years, her brand, Sami Miro Vintage, has grown into one of the hottest small, sustainable brands in the game, questioning how we think sustainable fashion can look and what type of person it looks like. door.
The brand releases small collections that focus from start to finish on a low carbon footprint. The type of fabrics he uses? Vintage, animal corpses, eco-friendly and from organic plants developed for Sami Miro Vintage. The washing and dyeing process? Minimal water, non-toxic. Its supply chain? All within a radius of 15 km. The sewing company he works with? Family property and fair wages. It is not easy Where cheap – eco-friendly fabric alone costs several times more than non-eco-friendly fabric, Sami says – and gets even more complicated as the business grows. âBut for me,â she said, âthere really is no other way. I don’t care if I can find the exact same fabric, which is a quarter of the price; I would choose that anyway.
Sami doesn’t just rethink the raw material as something new; it changes the way staples are understood. When Kylie Jenner’s offspring Stormi Webster was spotted in a perfectly distressed pair of white jeans, worn crumpled up with daddy Travis Scott’s Air Jordan collaboration, it wasn’t like people had never seen a pair. of distressed jeans before. It is that this 3-year-old girl – although of course a well-known fashion icon – had the pair of vintage white jeans that the rest of us had spent our entire lives finding. The rest of the designer clothes have the same effect: essential pieces that serve as the basis of your wardrobe, but more interesting than you might imagine.
Sami Miro Vintage transforms neutral-colored staples into effortless staples, cut and sewn in asymmetrical shapes, accented by raw hems and embellished with oversized safety pins – from tracksuits and reworked denim to V-tank tops and tees. -shirts short. His second complete collection, H2O SS21, was released this summer. Minimalist, figure-hugging styles in ivory and black fishnet are meant to be worn as both swimwear and streetwear.
Sami grew up in San Francisco, saving every weekend to follow the wealthy kids at her private school that she was able to attend thanks to a scholarship. At the time, she didn’t see her passion for vintage finds as a calling, let alone a career. âI didn’t know that fashion could be a job,â she says. “As crazy as it sounds.”
She obtained her Masters in Global Entrepreneurship and Management and subsequently worked in a consumer electronics start-up. It was rewarding work – she was the second employee and saw it grow into a global company with hundreds of employees – but she never felt fully comfortable in the tech space. She was a black mixed-race woman, then in her twenties, who cared about style. Not exactly a khaki and Patagonia type. But there was something else – a creative nagging. When she moved to Los Angeles, she was encouraged by friends in the fashion industry to try out styling; she had a way of changing and wearing her own clothes. Eventually, Sami wondered if she should be doing something different from tech. She decided to quit her corporate career and find out.
For a while Sami modeled and spent time learning how to style. But that didn’t check all the boxes either. “It got really quickly to a point where I was like, ‘Oh, my God, I’ve been studying so much and I care about using my brain,'” she said, sitting cross-legged on the back. the couch with her dog, Sunnie., glued to her side. “Dead inside is way too dramatic, but I felt the most important part of me – who is here – was not being used.”
When she started Sami Miro Vintage in 2016, it was a way to fill all of those parts of herself: her sustainability-focused science education, her lifelong obsession with savings, her artistic streak – and most important to her, her business acumen. âIt came very, very fast,â Sami says. “Within 10 days.”
Now, the brand’s raised basics – what Sami calls “creative staples” – are loved by cool Instagram kids and fashion It Girls, including Bella Hadid, Billie Eilish, Kylie Jenner and Cardi B. Like, Actually beloved: MirÃ³ says she never paid anyone to wear her clothes. But her more than 280,000 Instagram followers and an ambitious grid showing off her sharp personal style suggest that her best form of brand advertising has always been herself – her marketing intelligence in action.
Still, she wonders if her followers appreciate her for who she really is: a savvy businesswoman who broke into the fashion industry as an outsider and carved out a niche for herself in the fashion industry. sustainable development. His brand recently won a CFDA Fashion Trust award and grant, which Sami plans to reinvest in his business. And Sami Miro Vintage is growing at such a rapid rate that she has expanded her team from one employee – other than herself – to seven.
âI haven’t found a way to really show my brain on Instagram,â Sami says. âBut I don’t mind separating this character from my real life either, as we’re two very different people. I appreciate this surprise. I appreciate having something to keep to myself.