From NCT's Ten and Taeyong to BTS's Jimin, the red heart and capital A can be found on the clothes of many a Korean star these days.

Star of Parasite, the Best Picture winner at the Oscars, Choi Woo-shik was recently appointed as the ambassador of the brand as well following the succesful appointment of ENHYPHEN as house ambassadors the year prior.

Safe to say, the brand is well-known in Korea, there's even a flagship store for Ami Paris in Seoul. To us here in Rojak Daily who are more hype babies than hype beasts, we admit that the brand didn't ring any bells for us.

Now, having researched it a little, we see what the hype is about and why the collaboration with Puma is a big deal for people trying to get into designer wear and people who want to purchase an Ami-branded apparel here in Malaysia.

What is Ami Paris?

Ami in French means friend and is pronounced ah-mee. It's a play on the name of the founder of the fashion label Alexandre Mattiussi. The brand was established in 2011 and set out to create "real clothes for real people".

The iconic sweater emblazoned with the large heart and capital A is its most successful product to date and though the label started off by offering only menswear, they've since branched out to women's wear as well in 2019.

Puma X Ami Paris

The brands first collaborated in March 2022 with a campaign led by Romeo Beckham and Mia Regan that featured the Puma Slipstream Lo sneakers alongside Ami signature hoodies, sweats, and t-shirts.

They collborated once again following the success of the first campaign with even more clothes from the line in December 2022. This time, the collection featured brighter shades, orange, bubble gum pink, purple, and a softer baby blue t-shirt.

Some pieces are already sold out online but you may still find them at your local retail store. The handsome Puma X AMI tee in orange retails for RM399 and you can also shop the whole collection online here: Puma X Ami.

What is it like to wear one?

The fabric is on the heavy side and for an M sized t-shirt it hangs a little large. This writer is 167cm and the M is just a little bit big, which helps to hide to gut. You'll not mistake the texture of the tee for something out of Uniqlo that's for sure, which is good.

This is a primo tee to be sure and you'll get a lot of mileage out of it in certain circles. We look forward to more collaborations between Puma and other brands in the future, though they have a lot already (including Minecraft, Dua Lipa, and Pokemon).