Description

A|X Armani Exchange, the brand launched in 1991, rewrites the urban dress codes, introducing the values of the Armani world to a younger audience. The collection is essential, contemporary and inclusive: it offers accessible, versatile clothing and accessories to a wide audience, regardless of age, gender or background, while replacing conventions with individual expression— in true Armani signature style.

In the early 90s, inspired by the style he observes in major cities (Milan, New York, London and Tokyo), the designer gives life to a collection of pieces that reflect the casual, understated attitude of the new generation. With its fresh and unconventional character, the line is immediately in step with the energy of young consumers. In December 1991, the striking first flagship store opens in SoHo, New York, with a functional and simple concept and an industrial, almost bare design, providing an innovative shopping experience for the time.

In 2000, A|X Armani Exchange becomes one of the first fashion brands to use an e-commerce platform, with the launch of its own website in the United States.

In 2014 the Armani Group acquires full control of the joint venture that previously managed the production and distribution activities of the brand.

In 2017, following the reorganisation of the brand portfolio, A|X Armani Exchange becomes one of the Armani Group’s three main brands.

Revolutionary and highly impactful in its approach to communications, A|X specialises in advertising campaigns that have an immediate and strong appeal to younger generations and stand out through their provocative, underground spirit.