The older I get, the more I avoid impulse shopping. By now I've culled my closet enough to know that items bought in the heat of the moment are the ones most likely to linger unused before eventually ending up in the Goodwill pile. But last month I spied the perfect pair of jeans in a shop window, tried them on, and simply had to have them. Such is the power of AMO Denim.
Fortunately for me and my bank statement, these jeans have been the exception to the impulse buy rule. I've been wearing them non-stop since I got them (the cost per wear is pennies by now!) and they just keep getting better and better. There are no trendy details to outdate them in six months, simply super soft denim, spot-on distressing, and a rear view that makes my butt look as perky as it did in the days of my misspent youth.
After I bought my jeans I did a little research. Turns out AMO Denim is brand new this season, the brainchild of two girlfriends who loved the vibe of vintage jeans but could never find the fit and comfort they desired—a conundrum to which anyone who's tried on old Levi's at thrift store can relate! In AMO they've created five introductory styles that both look and feel like you've had them for years. I guess sometimes an impulse buy is just good-old fashioned intuition at work!
P.S. I've got the AMO Babe jean, which has a cut-off hem and a high rise. They're heaven!