In the world of mass retail, product pollution, fast and unsustainable fashion, we dreamt of a sustainable, slow fashion, boutique brand built on responsibility and respect for the resources and people involved in the lifecycle of our knitwear. In turn, our customers are people who love natural yarns, colour and share the same values. We believe that most of us would think twice about buying cheap clothes if we knew what made that price possible. Ami Amalia is a business built on transparency with regards to its ethical use of resources. Working in partnership with our customers in an industry dominated by large corporations, Ami Amalia sends a message: ethical consumers exist, and in partnership with ethical businesses, the process of producing and consuming textile can be improved.