Today, we’re excited to share a spotlight with Ayana Ames, the creative force behind Am.A-line Collections. We caught up on her journey, where we chatted about the highs and challenges she’s encountered, with pivots that now position Ayana as a sustainable and circular fashion champion. Below, we dive into the background, evolution, and inspiring future vision of the brand.
A Fashion Journey Like No Other
When we asked Ayana to share her journey, the answer was far from typical. “I went to fashion school at the University of Alabama and graduated in 2014. While it wasn’t as in-depth as some other fashion schools, I taught myself menswear, as most of what I learned was women’s wear-based,” she explained.
With a creative spirit and an entrepreneurial mindset, Ayana founded Am.A-line Collections shortly after graduation. The brand's unique name is derived from her initials—AMA, with a creative twist. Initially focused on custom clothing, the designer balanced her work with another family-run business: a funeral home. Alongside this, her love for photography came in handy, helping her take her own product photos, and bringing a multifaceted skill set into building the brand.
A Creative Block and New Inspiration
After a few years of running the business, Ayana faced a creative block from 2015 to 2018. However, attending a trade show in Las Vegas reignited her passion for fashion. “I set a goal to manufacture by 2020, worked with a consultant, and launched my first collection right at the beginning of that year,” she shared. Unfortunately, COVID-19 disrupted this milestone, with half of the production arriving just before lockdowns and the other half delayed until the fall. Despite these challenges, 2020 turned out to be a positive year in terms of sales.
Since then, Am.A-line Collections has moved towards a circular fashion model, focusing on redesigning and remanufacturing existing garments.
“That’s the evolution of my brand—moving to a more sustainable approach.”
The Evolution of a Mission
When asked about her day-to-day routine, Ayana described a highly dynamic routine, balancing redesigning capsule collections, working on custom suits, and handling business administration. “I’m a one-woman team when it comes to marketing, and it’s a challenge,” she said, acknowledging the time and effort it takes to run social media, email campaigns, and in-person pop-up events. Despite these hurdles, the brand continues to grow, with an ambitious outlook for the future.
A Circular Pivot
One of the most significant changes in the past few years has been the transition from a traditional linear design model to a circular one. “In 2018, I knew about sustainability and wanted to be more eco-friendly in fabric choices, but it wasn’t until this year that I fully embraced a circular model,” Ayana shared. “Reading books like To Die For by Alden Wicker, I realised the full extent of what fashion manufacturing does to the environment, and I knew I had to be part of the solution.”
The brand now uses deadstock fabrics and secondhand materials to create unique, sustainable pieces, focusing on reducing waste while maintaining a fresh design aesthetic. Ayana spoke passionately about how over 50,000 tons of clothing end up in deserts or landfills each year, stating, “We don’t need more products. We need to rethink how we create.”
Words of Wisdom for Aspiring Entrepreneurs
Looking back on the journey, Ayana wishes she could have told herself to slow down and enjoy the process. “I rushed into manufacturing when I didn’t need to. I wish I had focused more on building a custom client base before worrying about scaling production.” Another key lesson was in financial management. “I didn’t need a full-time bookkeeper or an S-corp structure in the beginning. You can save so much money by taking things step by step,” she advised.
What Keeps the Momentum Going?
Entrepreneurship can be lonely, but Ayana attributes much of her motivation to the connections built with other small business owners and designers. “Talking to other people in the same space keeps me grounded. We’re all trying to create something unique, and that support is invaluable,” she said.
“Men’s fashion hasn’t changed much over the centuries, and that inspired me to take on the challenge of innovating within that space.”
The Heart of the Brand: A Lasting Inspiration
When asked about what inspired her to pursue menswear, Ayana fondly recalled her father’s sharp dressing and how studying historical men’s fashion in school piqued her interest. “Men’s fashion hasn’t changed much over the centuries, and that inspired me to take on the challenge of innovating within that space.”
The Future is Circular
Today, Ayana is proudest of the brand’s pivot to sustainability. “I truly believe in redesign, and I feel aligned with this path. It’s not about how much you can sell, but about being part of a movement toward more mindful consumption.”
What’s Next?
Looking ahead, Ayana envisions Am.A-line Collections as a leader in the circular fashion space, with goals to continue pushing boundaries and innovating within sustainable fashion. The future looks bright for this founder, and we’re excited to see how she continues to inspire change, one garment at a time.
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