An experimental editorial, a "virtual interview" with Tibi's founder.
At Kimono Store, we don’t just curate clothes; we curate perspectives. Our collections are a conversation between aesthetics and function, and few voices resonate with this philosophy as powerfully as Amy Smilovic, the founder and creative soul of Tibi.
Amy has redefined modern dressing through her concept of "Creative Pragmatism"—the idea that personal style is a tool to navigate a complex life with ease, curiosity, and confidence. She is a central figure for our boutique because she champions the same values we hold dear: buying less but better, embracing "chill" without sacrificing "chic," and finding beauty in the balance of the unexpected.
In this experimental editorial, we’ve put together a "virtual interview". While we haven't sat down with Amy (yet), we’ve drawn from her prolific Style Classes, public interviews, and her transparent digital diary to imagine how she would answer our most curious questions. It’s a work of creative synthesis, deeply rooted in the authentic words and wisdom of a woman who has taught us all how to dress for ourselves.
The Q&A
What do you do when you hit a creative block? "I go back to the ‘COTs’—the Creative Outliers. When things feel stagnant, it’s usually because the balance is off. I stop looking at what others are doing and I look at my own closet or my surroundings through the lens of Chill, Modern, and Classic. If a look feels too ‘classic,’ it’s boring; if it’s too ‘modern,’ it’s a costume. I play with the proportions until that friction returns. Clarity always comes from stripping away the noise and returning to the fundamental tools of the brand."
What book have you gifted most? "Up until now, I’ve often shared titles that deal with the psychology of identity and self-perception. But lately, I’ve been entirely focused on my own new project, 'Almost Reckless', which is finally coming out in 2026. It’s essentially the permission slip I think everyone needs. It’s about the courage to step off the algorithm’s path and build something—a brand, a wardrobe, a life—that is unmistakably yours. I’ve realized that success doesn’t come from listening to the 'data guys,' but from defining your own principles and having the guts to be a Creative Pragmatist. It’s my blueprint for anyone who wants a working life that actually aligns with who they are, without the 'work/life balance' clichés."
What's the last article you sent to a friend? "Likely a piece dissecting the 'vibe shift' in the industry or something about the psychology of consumption. I’m fascinated by why we buy what we buy. I probably sent an article about the death of 'disposable fashion'—I’m always advocating for a wardrobe that earns its keep, pieces that you actually wear rather than just own."
Who is your forever inspo? "It’s an attitude rather than a single person. It’s the woman who looks like she’s in on the joke. If I had to pin it down, it’s that 90s minimalism—think Miuccia Prada’s intellectualism mixed with a bit of street-level grit. It’s about someone who is completely comfortable in their skin, even if their sweater is a bit too big or their shoes are slightly ‘wrong.’ That friction is where the magic happens."
Write us a fortune cookie. "Confidence is a muscle, not a garment. Wear the clothes; don't let them wear you."
The Closing Note
"If you’ve spent the last five minutes wondering if your outfit is more ‘Modern’ or just ‘Classic,’ don’t panic—that’s just the Creative Pragmatist in you waking up.
At Kimono Store, we’ve already done the heavy lifting, selecting the Tibi pieces that provide the perfect amount of friction for your wardrobe. Now, it's your turn to take these tools and make them your own. Come find us in the boutique to find your next Creative Outlier, or simply to tell us what your personal fortune cookie would say.
After all, as Amy would likely suggest: life is too short to wear clothes that don't have a point of view."