Whenever I hear about or see Amiri i think how it might of played a part in Pop Smoke being killed. He posted a video of a gift from Mike Amiri online with his address showing and hours later was shot at home.Amiri is at the sweet spot of NYC scammer meets LA tryhard meets rap culture – a winning coalition for sales even as the rest of us lose in having to see it. As garbage as this crowd might believe it to be any retailer would be foolish not to go all in because there isn't a single baller outfit in North America complete without a pair of Amiri denim right now. Same spot Balmain was in at the beginning of the decade with their biker jeans. It also doesn't hurt Amiri to have the most important rap co-sign of the last few years in his pocket. (1:10 – NSFW)
Right now he, SLP, Dior, and Prada can do nothing wrong.
Amiri is having a moment in the rap/hip hop scene, dozens of songs mentioning it in the last year plus. To me it is without a doubt the reason for its popularity, and not just in the US a few UK artist have mentioned it as well.