THE CREATIVE OUTLET OF LIAM MCDAID

  • BRAND STORY

    AMACH FOCUSSES ON STORYTELLING AS A BRAND WITH STRONG CULTURAL AND SOCIAL COMMENTARY THROUGHOUT. FORMULATING MEMORIES OF THE PAST WITH CURRENT LIFE EXPERIENCES TO CREATE SUBVERSIVE AND THOUGHT-PROVOKING DESIGNS. HIGH DESIGN, ATTENTION TO DETAIL AND AN EMPHASIS ON ETHICAL FABRICS AND PRODUCTION ARE THE PILLARS ON WHICH THE BRAND IS BUILT.
    AMACH IS BASED IN THE HISTORIC HOME OF SHIRT MANUFACTURING, THE ROSEMOUNT FACTORY, IN DERRY. THIS IS A SPECIAL PLACE THAT HAS SEEN THOUSANDS OF TALENTED SHIRTMAKERS WORK FOR OVER 150 YEARS. THE LAST ORDERS FOR JERSEYS LEFT THIS BUILDING IN THE EARLY '90S. THE ROSEMOUNT FACTORY IS AN ICONIC AND HISTORIC SYMBOL OF A LOST TRADE IN DERRY. AT THE TOP OF THE BUILDING IS AN ART INSTALLATION BY TIM ETCHELL THAT CAN BE SEEN FROM EVERY VANTAGE POINT IN THE CITY. ILLUMINATED, THE PIECE READS “A STITCH IN TIME”.

  • DESIGN ETHOS

    AMACH IS THE VEHICLE AND THE VOICE OF LIAM MCDAID TO EXPRESS WHAT HE THINKS ABOUT POLITICALLY AND SOCIALLY. FOR THIS REASON, THE DESIGN PROCESS BEGINS WITH THE STORY BEFORE TAKING ON A LIFE OF ITS OWN.
    ATTENTION TO DETAIL CAN BE FOUND THROUGHOUT THE DESIGN AND FINISH PROCESS. USING OUR STUDIO SPACE AND IN-HOUSE EQUIPMENT, WE MIX VARIOUS FINISHING TECHNIQUES THAT HELP ELEVATE THE STORY AND THE FINAL PRODUCT. WE TRY, WHERE POSSIBLE, TO MAKE THE BEST USE OF OLD FABRICS AND MATERIALS BY REPURPOSING THEM INTO OUR DESIGNS, REDUCING WASTE AND CREATING A UNIQUE AND QUALITY PRODUCT.

SUSTAINABILITY

OUR GOAL IS TO TRY TO MINIMISE, WHERE POSSIBLE, OUR ENVIRONMENTAL IMPACT. WE ARE A GOTS CERTIFIED BRAND. FOR THIS REASON, WE ONLY USE FABRICS THAT HAVE BEEN PRODUCED ETHICALLY USING ORGANIC OR RECYCLING METHODS.

COLLABORATIONS

COLLABORATIONS HAVE BECOME PART OF OUR BRAND IDENTITY; SHARING OUR LOVE OF CULTURE AND PROVIDING A PLATFORM TO SPEAK ABOUT THE STORIES THAT MATTER TO US AS A BRAND. FROM CULINARY GENIUS TO GRITTY STREET ART, SATIRICALLY SUBVERSIVE ART TO POLITICS, MUSIC MAESTROS TO COMIC-BOOK ARTISTS, WE TRY TO SHINE A LIGHT ON WHO AND WHAT INSPIRES US TO CREATE.