AMO, simply translated, is the Latin root word for love. Founders, and fashion industry veterans, Kelly Urban and Misty Zollars are obsessed with denim and set out to create the perfect pair of jeans. 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 collection is made in Los Angeles, with an uncompromising approach to craftsmanship.