about amr

amR is a global creative studio built around customization, craftsmanship, and culture. From one-off pieces to live events of all sizes, we create handcrafted embroidery, custom work, and on-site experiences for private clients, brands, agencies, corporate events, festivals, and everything in between. Today, the studio works across California, Australia, and beyond.

  • since 2014
  • los angeles & sydney
  • Vintage Machines
  • Trusted by Global Brands

how it started

Levi’s Australia testimonial about AMR founder Kai Brown and chainstitch embroidery Kai Brown, Australian designer and chainstitcher, founder of amR in Los Angeles

amR was founded in Los Angeles in 2014 by Australian designer and chainstitch artist Kai Brown.

Kai learned the craft the old-school way, working with vintage chainstitch machines and keeping a skill alive that's becoming increasingly rare. That hands-on approach remains at the heart of what we do today.

What started as a personal craft has grown into a creative studio working across live embroidery events, custom projects and collaborations. Today, amR brings together skilled artists and trusted production partners, with each project shaped around what it needs.

Whether it's a one-off custom piece or a larger brand collaboration, our approach stays the same: thoughtful, straightforward and personal. The craft always comes first, and the aim is to create something people genuinely connect with.

Our Vision

amR’s vision is supported by three pillars

Handcrafted chainstitch embroidery on a custom western jacket in California

Artists

We collaborate with artists, designers, brands, agencies, and creative teams to bring ideas to life through custom chainstitch embroidery, live activations, and creative customization. Every project is shaped around the people, place, and purpose behind it.

Makers

Craft is at the heart of amR. Our makers work by hand on vintage chainstitch machines, combining traditional techniques with contemporary design. From one-off custom pieces to large-scale live events, we bring together the right team for each project while keeping the work personal and hands-on.

Repairs

We repair, restore, and rework well-loved garments to give them new life. From denim and jackets to shirts, shoes, and vintage pieces, we use thoughtful repair and customization to preserve their character, reduce waste, and keep good things in use longer.

Since 2015

SELECTED CLIENTS & COLLABORATIONS

For more than a decade, amR has worked across fashion, music, sports, entertainment, and culture, collaborating with leading global brands, world-class athletes, and creative partners in the U.S., Australia, and around the world.

  • Jay-Z • Melissa McCarthy • Kelly Slater • Poppy Delevingne • Snoop Dogg • Nina Chanel Abney

GIVING BACK - We’re also proud to have supported and collaborated with charitable organizations including Pink Hope Australia, Autumn Leaves Project in Los Angeles and The Saguaros in Scottsdale, Arizona.

THREE WAYS WE MAKE IT PERSONAL

  • LIVE EMBROIDERY

    On-site embroidery for brand activations, corporate events, festivals, launches and private gatherings, tailored to the people and occasion.

    Explore Live Embroidery

  • CUSTOM WORK

    One-of-one chainstitch pieces and personalised garments, made around your idea, story or occasion with a distinctly hand-finished feel.

    EXPLORE CUSTOM EMBROIDERY

  • REPAIRS

    Specialised darning for worn denim, holes and tears, carefully reinforcing the fabric while preserving its original fades and character.

    EXPLORE REPAIRS

Social Media engagement & Chainstitch Embroidery

photo of an amR Picture of an Instagram profile

Chainstitch embroidery has built a strong following on social media because it’s visual, personal, and made by hand. On TikTok, “chainstitch embroidery” has generated more than 55 million views, while #chainstitchembroidery has reached more than 66,000 impressions on Instagram.

amR has grown a community of more than 17,000 Instagram followers around custom embroidery, vintage machines, and live activations. For brand collaborations, we can also share the project across our own social channels and create dedicated Reels to help extend the activation beyond the event itself.