#TribeOfAMU #WhyITribe


Since the start of my business in January 2017, my life has been an intense roller coaster of a ride. I have done several fashion shows, won an award, I have been published in a magazine, worked with incredible photographers, models and HMUAs. The flip side is, I have dealt with models backing out of shows the last minute without informing me, I have been cut out of credits from collaborations, I have felt bullied and taken advantage of by show organizers and so much more. Through all the good, the bad left me extremely hurt, burnt out and discouraged. I am not here to name people or dwell on these incidents, but it took a lot of soul searching for me to figure out a way to deal with the negativity within the industry.

AMU is a brand that supports women, through our interactions, our giving and the choices we make.”

I have said this multiple times, I have my dream job. So quiting is not an option. I decided to really focus on the good that I experienced and count my blessings. Through this soul search, I needed to figure out who AMU is and what are the values I want associated with my brand. It is very important for me that AMU be a fashion brand with a purpose. AMU is a brand that supports women, through our interactions, our giving and the choices we make.

When I decided to pursue my dream, I met some incredible women, who took a chance on me and went out of their way to help me along my journey. Their help might have been simple but it pushed me miles ahead. I firmly believe my accomplishments are because of the kindness and grace shown by the people around me. 

I would like to showcase these women, acknowledge the role they played in my business and share their story. So this is what happened, I invited some of these amazing women, and along with Brandon Brown of Roost Photography and Jessi Rivera- Walz our wonderful makeup- artist, we made a fabulous morning out of it. Breakfast, glam makeup session and a killer photoshoot! Over the next couple of days, I will be posting blog posts sharing the stories of these phenomenal 5 women. There are many more women who have helped me out, and I hope to share their stories too over time.


I feel it is hard enough for woman to make it in today’s world. We dont need any added negativity from other women. In a climate where the #MeToo movement found so much solidarity amongst women in being real and sharing their stories, I feel it is important to grow. Create a solid foundation using the work of the women who came before us, to help us and the women who come ahead of us.

So here is what I would like you to do, would you share your stories of the women who have helped you or the women you have helped to achieve their dreams. Use #TribeOfAmu and #WhyITribe when you share your story and would you please encourage your friends to do the same. The Tribe, a community on Instagram, has been working to create a positive community using #WhyITribe and I would love to continue their work.

The print on this skirt is a combination of the prints of the outfits of the 5 women I have interviewed.

This skirt represents the social fabric of AMU

Amu Cherian

Hand crafted block printed clothing, Made in USA empowering women through slow and sustainable fashion while fighting against sex trafficking.