AM COMPANY Rebrands as with AM, Centers Sustainability at Première Vision Paris

AM COMPANY has relaunched under the trade name with AM and used its February 2026 Première Vision Paris appearance to formally introduce the rebrand and a new materials-led collection. The change was announced in a Première Vision sponsored preview dated January 27, 2026 and summarized in a February 15, 2026 write-up; the company exhibited in the show’s Sustainability category at booth 6D30.

The sponsored preview framed the repositioning as strategic and philosophical, noting that “Through this strategic rebranding, AM COMPANY puts the core value of 'togetherness' (with) at the forefront.” The same piece set out the brand promise in full: “The new brand, with AM, envisions a fashion ecosystem where nature, humanity, and technology coexist,” language that places the relaunch squarely within Première Vision’s sustainability editorial context and the show’s Trends - Sustainability programming.

Product messaging at the booth and in the sponsored copy stressed material hybridity. The announcement stated that “The latest collection unveiled at this exhibition highlights a sophisticated balance between high-performance recycled polyesters and premium natural fibers.” On the ground, that translated into swatches and finishes that read as a dialogue between technical sheen and a softer, natural hand, a tactile shorthand for the sponsor’s claim that the pieces “breathe new life into discarded resources” while leaning on “the pure essence of nature.”

Première Vision’s sponsored article invited buyers and press to engage directly: “Attendees are invited to experience these innovative textures firsthand and discover the future of conscious design,” and “Come and meet the team at the Première Vision Paris show, booth 6D30.” The preview is labeled on the site as “[Sponsored Article]” and appeared among navigation and category headings including Shows, Magazine, Trends, Sustainability, and Market Insiders; contact prompts on the page read simply “To find out more: LinkedIn Instagram E-mail Website” with no handles or URLs supplied.

The relaunch positions with AM as “a collaborator for sustainable material futures,” language echoed in the February 15 summary, but the promotional framing leaves key verification gaps. The supplied materials contain no named spokesperson, no production locations, no third-party certifications, no fiber content percentages for the “high-performance recycled polyesters,” and no exact Première Vision show dates beyond the month of February 2026. Those technical details will determine whether with AM’s claim to “redefine modern manufacturing standards with its eco-conscious philosophy” can be substantiated beyond show-floor rhetoric.

For now, with AM has staged a tactile, materials-first reintroduction at Première Vision Paris and staked a clear sustainability positioning; the next measure will be documentary proof, certifications, lifecycle data, and supply-chain transparency, to match the ambitions set out in the January 27 sponsored announcement and the February 15 summary.