LIVE EMBROIDERY

Chainstitch embroidery for events

Live chainstitch embroidery by amR on a denim jacket at an event in Los Angeles, CA

Full-service live chainstitch embroidery for corporate events, brand activations, festivals and private events in Los Angeles and across Australia.

More than another giveaway: A live experience your guests can watch, personalize and take home
The most-filmed spot at your event: Guests film their piece being stitched and share it, turning one activation into hundreds of posts.
Merch that outlives the event. A hand-embroidered piece gets worn for years and carries your brand with it.

Tell Us About Your Event

10+ Years of Chainstitch Experience
Live Embroidery in Los Angeles & Across Australia
Artist, Machine, Setup & Supplies Included

the process

HOW IT WORKS

TAILORED EXPERIENCE

BUILT AROUND YOUR EVENT

We plan the live embroidery experience around your brand, venue, audience, and guest count. Before event day, we confirm the artwork, merchandise, personalization options, timing, and guest flow.

Custom artwork and design menu
Garment and merchandise selection
Guest count and service timing
Venue logistics and brand approvals

CUSTOM CREATIVE

Designed for your brand

We turn your creative direction into a curated embroidery menu that feels true to your brand and is easy for guests to use. Every design and personalization option is approved before the event.

Custom artwork and logo adaptations
Garment and merchandise selection
Thread colors and stitch placement
Names, initials, and custom options

FULL-SERVICE SETUP

We bring the studio to you

amR brings a complete live chainstitch embroidery studio directly to your event. We handle delivery, setup, on-site service, and breakdown, so your team can focus on the guest experience.

Vintage chainstitch machine, table, thread, and supplies included
Experienced on-site chainstitch artist
Use your own merch, or have us provide it
Direct coordination with your venue or production team
Service planned around your space, schedule, and guest count

Guests displaying custom Levi’s jeans at the Levi’s 150th anniversary live chainstitch embroidery event in Los Angeles

GUEST EXPERIENCE

MADE LIVE. YOURS TO KEEP.

Guests choose a design, watch their piece come to life, and take it home at the end of the event. Each one becomes a personal, wearable reminder of the experience and the brand behind it.

Personalized live for each guest
Authentic, hand-guided chainstitch
Finished on site and ready to take home
Extends your brand experience beyond the event

THE CRAFT BEHIND THE EXPERIENCE

Why chainstitch embroidery?

amR live embroidery event activation setup

What is chainstitch embroidery?

Chainstitch embroidery is a traditional embroidery technique that creates a distinctive line of interlocking, looped stitches. Unlike computerised embroidery, our designs are guided by hand using vintage chainstitch machines. This gives every name, illustration and piece of lettering its own character.

The process feels closer to drawing with thread than operating a standard embroidery machine. Our artists control the direction, shape and movement of every design in real time, creating bold lines, rich texture and a handcrafted finish.

At live events, guests can watch their piece being embroidered on the spot and leave with a personalised item made especially for them.

What can be personalised with chainstitch embroidery?

Chainstitch embroidery works especially well on sturdy fabrics and apparel, including:

Denim jackets, jeans and vests
Tote bags and canvas bags
T-shirts, sweatshirts and hoodies
Workwear, uniforms and aprons
Hats and selected accessories
Patches and fabric panels
Dates, slogans and symbols
Guest names, initials and monograms
Brand logos, campaign artwork and custom illustrations
Event-specific designs

We can embroider merchandise supplied by your brand, provide selected items for your event, or help develop a custom product and artwork package.

Work with amr

Who we are

Kai Brown, amR founder and chief chainstitcher, at work

amR is a custom chainstitch embroidery and events studio founded in Los Angeles by chief chainstitcher and designer Kai Brown.

Chainstitch is a hand-guided craft that dates back to the early 1900s. There is no digitising and no automation, only a vintage machine guided entirely by hand. That is why every line has its own character and no two pieces are ever exactly the same.

Kai has spent more than a decade developing the craft across Los Angeles and Australia. Today, amR creates one-of-a-kind embroidery, live event activations and custom projects for brands and individuals around the world.

Claire Hewitt

VP Market Transformation Levis
We had the pleasure of working with Kai and amR for Levi's 150th Anniversary of the 501® jean in Sydney. amR’s creativity, attention to detail and professionalism helped make our activation a huge success. We look forward to working with amR in future.
Simon Haskell

Executive Producer - Amplify Sydney
Kai to me is one of the best Chainstitch Embroidery artists in the world today. I have trusted amR to deliver on projects with our biggest clients from Major League Baseball (MLB) to Disney.
Evan Keast

Doodles NFT
We chose amR to be our featured artist at Art Basel Miami and NFT New York. amR’s talent and commitment to his craft is unmatched. I would have no hesitation recommending amR to any brand who’s looking for a truly unique and interactive experience.

Since 2015

Brands we've worked with

Kai has spent the last ten years at the machine, stitching for artists and musicians, designers and athletes, and the brands they build. Some of that work has gone out with Jay Z, Snoop Dogg, Poppy Delevingne, and Butch Walker. Levi's, Disney, and Nordstrom have all put us in front of their people too. Most of it starts the same way, with someone telling us what they have in mind. We'll help you land on a design, stitch it live at your event, and send your guests home with something they'll actually keep. Big brand or two person label, we like that part either way.