PREMIER AMOUR is a french label inspired by crossed destinies and common values. A tribute to chance encounters, ‘karma’, and people who get into our lives and never leave. It is a passionate and thrilling community, full of strong personalities, one-day heroes and eternal dreamers. Its artistic specificity is translated into a unique fashion, fuelled with urban and multicultural inspirations. Clothes are thus second skins, pleasant to wear. Above all, it is a sign of ethnic belonging, a special distinction, shared with the tribe. As tattoo or scarification, sweatshirts and tees allow identifying oneself with the rest of the clan.