ABOUT US | AMAARI LONDON

We’re Nush and Rewa, two cousins with big ideas and a shared love for comfortable fashion. After years of dreaming about starting something together, we finally turned our vision into reality by creating Amaari London. Our goal is simple: to offer stylish, comfortable essentials that fit effortlessly into everyday life, whether you're lounging on the beach, traveling the world, or simply chilling at home.

At Amaari, we believe in slowing down and appreciating the story behind every piece. Inspired by cultural heritage and a commitment to sustainability, our collections are designed to blend versatility with timeless elegance. We’re passionate about creating clothing that adapts to many moments and settings, helping you simplify the art of getting dressed without compromising on style or ethics.

Welcome to Amaari London—where style meets purpose, and every piece tells a story.

"Amaari" represents strength, resilience, and timelessness—qualities that reflect not only our clothing but also our values. Inspired by various cultures, the name embodies the essence of endurance, cultural authenticity, and elegance that transcends trends. Just like the pieces we create, the meaning of "Amaari" is rooted in heritage, yet designed for today and tomorrow.

Sourcing

Our trousers are made from kikoy, a fabric with a long and layered history along the East African coast.
Centuries ago, Arab merchants travelled to the shores of what is now Kenya, bringing with them goods, textiles, and garments—including the sarong. Local communities adopted and adapted this simple wrap, creating what is now known as the kikoy: a fabric that evolved into a key part of Swahili culture.
Over time, the kikoy became more than just a garment. Weaving techniques were passed down through generations. Patterns became more intricate. Colours carried meaning. What began as a practical piece became something cultural—shaped by African, Arab, and Persian influences.
Unlike most contemporary fabrics, kikoy is woven, not dyed. Its colours are created on the loom, not added later. Each stripe is placed intentionally, thread by thread. The process takes time—but that’s what gives the fabric its integrity, softness, and character.
The cotton used in our kikoy is grown across Lamu, Makueni, Kitui, and Kisumu. These regions have long histories of small-scale farming, where cotton is harvested by hand in limited quantities. From there, it’s spun and woven in Nairobi by artisans who understand the material—its weight, its movement, and how it’s meant to feel when worn.
At Amaari, we’ve taken this heritage fabric and reworked it for modern wardrobes. Our silhouettes are simple, but considered. The story sits in the fabric—and the fabric speaks for itself.