You may not have heard of AMI — the Parisian menswear label founded by Alexandre Mattiussi in 2011 — but undoubtedly you know someone who swears by it. A pared-back, reassuringly priced phenomenon which goes out of its way not to intimidate, AMI is loved by those who appreciate the merits of a well-cut pea-coat and find joy in the perfect grey marl sweatshirt. Imagine COS and Sunspel had a baby who grew up in Paris’s 3rd Arrondissement and you’ll understand why it resonates with a breed of modern man seeking well-made clothes that don’t scream “fashion”. Moreover, you’ll appreciate why more and more women are looking to Mattiussi’s brand for low-profile basics. And you’ll understand why next month AMI will launch its first womenswear collection in its Duke Street store. Read more at Evening Standard.