Soul by Amé: Bringing Swag to the Swig State

The Petty brothers, Phillip and Micah, are casual, humorous and continually hitting the mark with their fashion label, Soul by Amé. It’s pronounced sole bye awe-may, or just Soul for short. Talking with them over a video call, the pair is separated by a couple dozen miles — Phillip is in a non-disclosed location in Salt Lake City, and Micah is sitting in the “office area” of a gym in Kaysville. Even through our trio of iPhones and laptop screens, talking with them is like chasing a synergy that’s one step ahead of you. 

Phillip and Micah grew up in the Ogden area and spent childhood summers in New Orleans, which were often followed by long visits to Atlanta. The urban fashion from the south, as well as nostalgic New York style streetwear and baggy silhouettes from the early 2000s are sources of inspiration that can be traced in their collections today. 

The brand is recognizable by a Basquiat-esque logo of a king wearing a crown and has been making camera flashes go off everywhere from ParkCity Fashion Week, which coincided with Sundance’s penultimate rodeo in Utah, as well as at New York Fashion Week in 2025, where the duo were nominated for best streetwear collection.

When asked about their experience showcasing at NYFW, they open up about the logistical complications of executing their show, which took place at Sony Hall. One aspect that stood out was the cutthroat nature of model selection, which included lines of people holding little numbers and collectively aura farming strongly enough to make Times Square akin to a nuclear reactor. “People [in New York] do not play about fashion, and they have a deep admiration for it, so seeing that on one of its biggest stages was a dope experience,” Micah shares.

This October, they are participating in the 10th anniversary of ComplexCon. Wherever they go, though, they carry a strong pride for Utah and for the fashion that stews and blooms here. 

Phillip shares that “People are flabbergasted when they hear we’re from Utah.” “Flabbergasted is crazy,” Micah cuts in, laughing. Phillip continues, “They ask, Salt Lake, like Salt Lake, Michigan? No, Salt Lake like Salt Lake City, Utah.” But truly, Micah delivers: “Utah doesn’t just have Swig, it has swag, too.” 

While Soul by Ame’s pieces can help the wearer tune into a more powerful sense of self-expression, the brand is more than just clothing. It is a curated feeling – an experience. One of their branch projects is Essence Radio, a compilation of playlists that zero in on a particular vibe ranging from “ROMANTIC R&B VALENTINE’S PLAYLIST” to “IT’2 2AM IN 2RONTO.” The pair dreams of opening a flagship that would be part clothing boutique, part vinyl bar that sells matcha and Swig, where community and fashion have a place in it all.

There is much to look forward to in Soul’s upcoming fall/winter collection. With a little over 20 new pieces to showcase, the looks will feature applique, tapestry, denim jerseys, black denim and primary pops of red, baby blue and yellow.

The brand operates under a pre-order model which avoids overstock; pieces are cut and sewn (not outsourced blanks with a logo slapped onto them), often from vintage material. Their chosen fiber is almost always cotton, ranging in weave from their signature tapestry material to denim, corduroy and terry. 

You might find them at Thrifthood, FICE Gallery or browsing the thrift stores. If you don’t, they’re likely at home throwing ideas back and forth or scrolling on Pinterest. Or better yet,  they’ve taken a little break from their home in Utah to represent us over international waters. Find out more at soulbyame.com.

Read more about local fashion:
The Seamstress Behind Salt Lake Sewciety
Affordably Avant-Garde: Fashion on a Budget

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