History of Armani Exchange

Written by Marc | 11/08/2017



Brand Focus

Style History


The modern wardrobe as only Giorgio Armani could envision it, Armani Exchange embodies the youthful spirit of a new generation. A|X takes a playful, urban approach to apparel and accessories.

Launched in 1991, A|X Armani Exchange retails fashion and lifestyle products and is known for its occasionally provocative ad campaigns. Targeted as the more accessible Armani brand, it is inspired by street-chic culture and dance music.

To accelerate the development of Armani Exchange, in 2005 Georgio Armani co-established the joint venture company, Presidio Holdings Ltd alongside Como Holdings, the company owned by Singaporean tycoon Ong Beng Seng that, since 1994, has held the production and distribution license for A|X Armani Exchange in the United States, Canada, Central and South America and Asia-Pacific.

Initially, the Italian company held 25% of Presidio Holdings, the remaining 75% in the hands of Como Holdings. Giorgio Armani had nothing to do with the brand itself other than the owners using the name ‘Armani’.

In 2008, Giorgio Armani acquired an additional 25% stake. In 2014, he acquired the remaining 50% ensuring full ownership of the brand.

Year after year A|X evolved with the latest lifestyle trends and modes of expression, becoming increasingly more global.

Today Armani Exchange is the symbol of a reinvented ‘city style’, where the modern, creative and ‘all-digital’ spirit of the metropolitan youth meets with Italian flair and creativity.

Armani Exchange products are available exclusively in 270 stores in 31 countries, on the brands website and now online at Mainline Menswear. The first A|X store opened in September 1991 in the SoHo District of Manhattan and is considered the flagship store.

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