AMO, simply translated, is the Latin root word for love. Founders Kelly Urban and Misty Zollars set forth to bring back the true intention of denim, to offer jeans that feel real and get better with every wear, yet are so comfortable you never want to take them off. AMO is our best-selling denim line for good reason: the styles are vintage-inspired but a touch of stretch keeps the fit modern, the superior craftsmanship is evident, and these are hands-down the most comfortable jeans you'll ever put on. Lovingly made in Los Angeles. You'll see quickly why we all fall in love with AMO. Shop AMO.