Our Story

We’re a new studio based in San Francisco, California, creating pieces for active girls who want something a little different.

AMARA really started from our own closets.

We spend a lot of time in activewear, and after a while, everything started to feel kind of the same. Similar leggings, similar tops, similar cuts, just released in new colors.

There’s nothing wrong with basics, but sometimes you want something comfortable that still feels like you.

Something you can throw on for the gym, keep wearing when you grab coffee after, run errands in, or style for the rest of the day.

How It Started

The pieces that always stood out most were the ones with one unexpected detail.

A different cut. An open back. A contrast detail. Something that looked simple at first, then felt completely different from another angle.

Instead of continuing to search for pieces like that, we decided to make one.

The first sketch eventually became the Turn Around Hoodie.

It went from an idea on paper to fabric samples, fittings, adjustments, and design changes before becoming the final piece.

Our First Piece

We chose the Turn Around Hoodie as AMARA’s first piece because it represents what we want the brand to be.

From the front, it’s simple and easy to wear. Turn around, and the whole look changes.

The open back, cutaway shoulders, and contrast drawstring give it something extra while still keeping it comfortable enough for everyday wear.

What’s Next

Right now, AMARA is starting with one piece.

We’re a small studio, and we want to take our time creating things we’d actually want to wear ourselves.

There are already more ideas, colors, and designs in the works.

If you found AMARA this early, thank you for being here.

With love,
A