The foundations of Atelier Saman Amel was laid in late 2012 by childhood best friends Saman Amel and Dag Granath in Stockholm, Sweden. The brand developed in a great extent as a reaction to traditional fashion practice.

The brand evolves around two closely related concepts: time and dialogue. The faster society as a whole is moving, the more time becomes the luxury necessary to create the extraordinary. Dialogue, on the other hand, is what drives relationships forward as it increases our understanding for each other and let people grow together through interaction.