A|X Armani Exchange was launched in 1991, the result of Giorgio Armani’s pioneering idea to target the new generation of fast-fashion consumers. Inspired by the laid-back, modern approach to dressing he observed in the downtown scenes of his favorite cities (Milan, New York, London, Tokyo), the designer created a collection of un-basic ‘basics’ that embodied the understated sophistication of a new generation. Its approach was refreshing, unexpected and in line with the energy of youth.

A|X Armani Exchange offers a complete lifestyle wardrobe through an accessible, versatile range of youthful urban clothing and accessories. It challenges fashion conventions and overdone taste by focusing on a different perspective: a light-hearted approach to fashion that allows for the slouchy, unselfconscious elegance innate in youthful dressing.