A|X Armani Exchange was launched in 1991, inspired by the laidback, modern approach to dressing that Giorgio Armani observed in the downtown scenes of his favorite cities. Armani Exchange has a long history of innovation and is associated with utility and quality, always having been influenced by the lifestyle of those wearing it. The brand is dynamic, young and challenges conventional notions about fashion. Armani Exchange is all about attitude and individualism. Designed with Italian style but determinedly global in spirit, it is a brand for the young citizens of today’s fast-moving world.