“In 1991 I had an intuition, and I called it A|X. \ Looking at the reality of the street, before it became just another vogue, I created fast, affordable metropolitan clothing for the young generations or those with a young mindset. The spirit persists today in apparel and accessories that speed forward to an urban drum keeping the quintessential effortlessness and the active stance of the GA DNA.”
Giorgio Armani

ESSENCESince its foundation in 1991, A|X provides the essence of contemporary style: reinvented basics and pieces that, like building blocks, are versatile and easy to use.

DIVERGE AND INCLUDEThe beauty of differences and the connection with others, without boundaries of any kind, fuels A|X, encouraging inclusivity and self-confidence. It’s been so since the start, and it will always be.

ARMANIFICATIONEffortlessness and ease are mandatory in the Armani world. A|X gives these pillars an even stronger spin that is personal and confident.

FOR ALLA|X makes the Armani dream accessible for all and everybody, across generations and continents, genders and cultures. It is for everyone, everywhere, anywhere, anytime.

CROSSCULTUREExchange means to give and take. Connecting and crossing cultures, people, genders is the goal of A|X. It is its DNA, too, stemming from the dualism between Italy and the US, Milan and New York, where the project originated in 1991.

RESPONSIBLEA|X cares about the individuals, and the environment they inhabit. It is globally committed to sustainability: through its products, and the use of the planet’s resources in every respect.

Bring the “Armani Dream” to the People across generations and cultures supplying affordable, sustainable yet qualitative products along with Essential, Contemporary and Youthful style.