A|X Armani Exchange was launched in 1991, aimed at a new generation of fast-fashion consumers through an accessible collection offering urban, individual style. A|X Armani Exchange defines a new dress code with a collection that takes its cue from urban lifestyle and music culture. Music and nightlife are a big part of their customer’s lifestyle. The programs they create and execute are built around their music focus, everything, from a press event to the kind of music played in store comes out of this DJ music heritage