Years ago, fashion industry mainstays and longtime friends Kelly Urban and Misty Zollars faced the dilemma most women could relate to: not being able to find the perfect pair of jeans. The Los Angeles based designer duo would turn to vintage denim, but they "rarely fit well and were often uncomfortable." Driven by a love of denim and wanting to create the perfect pair of jeans for any woman, the two founded denim label AMO in 2014. Unrelenting in their standards of craftsmanship, AMO crafts jeans that revert back to denim's true purpose: a sturdy style staple that gets better with age and offered boundless comfort. Effortlessly cool, jeans from AMO are made for women who long for a pair of jeans that not only look good, but feel good, too.