A|X Armani Exchange was launched in 1991, the result of Giorgio Armani's pioneering idea to target the new generation of fast-fashion consumers. 
Inspired by the laid-back, modern approach to dressing he observed in the downtown scenes of his favourite cities (Milan, New York, London, 
Tokyo), the designer created a collection of un-basic 'basics' that embodied the understated sophistication of a new generation.