Armani Exchange (A|X) is a subsidiary of Armani that is focused on stylish designs for a younger market. The imprint was launched in 91’ by Giorgio Armani to give young adults an edgy and fashionable brand of their own to strive for. The ad campaigns associated with the AX imprint were very provocative and daring for their time and caught the attention of young people everywhere. The label was a hit right off the bat with the tasteful selection of eye wear, watches, and accessories originally released. The brand proved highly successful with teens and young adults who are into street wear and club music with the obvious influences found in the marketing and design of the entire line.

Once apparel, shoes, and jewelry made their way into the every day line the imprint really took off. Armani Exchange merchandise is considered to be moderately priced compared to other Armani items due to the cost of nearly everything floating around the one hundred dollar mark. They have also retained a semblance of exclusivity, only licensing their products to be sold at 178 specialized outlets around the world. You can still find a majority of their work online, however new designs are generally debuted in the stores before it goes online.