AME FRIENDS & FAMILY is an Australian-based label first conceptualised in 2019. As a multi-disciplinary artist, the Creative Director, Khoa Sloane wanted to bring his hosh-posh philosophy along with his love of movies and music to fashion.
His aim is to take the single piece of objectivity that makes things the way they are and change it slightly to see if it completely transforms. It’s in the smallest details that make designs and everyday ideas pop out to us.
What are we creating?
The clothes are not the point. Every person connects through shared ideas like clothing, food, music and technology. It is up to people to create worthwhile experiences with them. AME FRIENDS & FAMILY focuses on relationships, events and experiences that come from wearing our loved clothing.
‘When I wear clothes, the most fulfilling experience is the way that they feel when I am enjoying myself with those close to me.’
Why are we creating it?
The label is a means to an end to experiential living. When we wear clothes, we want to leverage that experience into an action or emotion. We may feel that we act differently in our clothes, but its just how to express ones self.
‘I wear clothes because it reflects me, not because I want to become the form of the clothes.’
What do we believe in?
There is always a time and a place for compassion. We believe in the community as a design choice. Our friends and family are a part of our philosophy of bolstering those who have supported us and those who need our support.
"‘Everything I do is guided by the people who have helped me, instilling this into the choices I make going forward’
What’s our design philosophy?
AME FRIENDS & FAMILY explores contrast, duality and process. We aim to understand a garment better when we view the reasons why it does not work. Deconstructing a design means taking a step towards why they make us feel the way they do.
‘My favourite clothing experiences come from not understanding why they make me feel the way I do’