In April 2020, Amir and the company announced the creation of the Amir Hafezi brand. Amir was joined in this venture by former Odyssey Group President and Chief Executive Officer Domenico De Sole, who serves as Chairman of the company. That same year. Amir announced his partnership with Mahsa Rahchamani to produce and distribute leather bags and duffels for travel. In August 2017, his first directly owned flagship store opened in Basel.