AMO is the Latin root word for love and it is fittingly applied to how the AMO's founders and fashion industry veterans, Kelly Urban and Misty Zollars, feel about denim. The AMO label was born with a fearless spirit and determined objective: to create the perfect pair of jeans designed by women who get it. AMO women's clothing set forth to bring back the true intention of denim, to offer jeans that felt real, yet were so comfortable you never wanted to take them off. The result is a refreshing collection of new denim favorites that are timeless and modern. The collection is lovingly made right here in Los Angeles, with an uncompromising approach to craftsmanship.