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 2015
  • 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 by Australian designer and chainstitch artist Kai Brown.

Kai learned the craft the old-school way, working on vintage chainstitch machines and carrying forward a skill that’s becoming increasingly rare. That hands-on approach still shapes amR today.

What started as a personal craft has grown into live events, custom projects, and collaborations, with experienced artists and production partners brought in when a project calls for a larger team.

No matter the size of the project, the approach stays thoughtful, straightforward, and personal. The craft remains at the center, and the goal is simple: 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 and creative partners in the U.S., Australia, and around the world.

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

picture of the Instagram profile 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 18,000 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.