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The Line Style in Context

The Line is a modern and personal approach to retail. We bring together carefully chosen fashion, home, and beauty items and place them in context through inspiring editorial features and intimate offline shopping experiences. The thematic, seasonal, and handpicked assortments we call Selections offer another way to explore our evolving edit of things you’ll wear, use, and treasure for years to come.

Kelly Urban and Misty Zollars
Los Angeles

Denim industry veterans Kelly Urban and Misty Zollars created AMO to be a source of “perfect pairs of jeans designed by women who get it.” Named for the Latin root for love—a nod to how the founders feel about denim—the collection is inspired by one-of-a-kind vintage washes. “We wanted that vintage look, but also wanted a jean that fit perfectly, and that felt good on,” say Urban and Zollars. “So we set out to create a modern, vintage-inspired denim collection that combined the best of both worlds.”