Highsnobiety / Julien Tell

30 years ago, A|X Armani Exchange launched with the opening of its first store in SOHO. The concept, which took Armani’s era-defining fashions and brought them to a wider audience, was built on the foundation of connection, the bridging together of people, genders, and cultures. The brand itself was establishing its own duality as it settled between New York and Milan, so it seemed only fitting that the nascent A|X Armani Exchange adopted as its logo was the nut and bolt — two objects that make the most sense when fit together.

Highsnobiety / Julien Tell
Highsnobiety / Julien Tell

For A|X Armani Exchange, it’s always been about more than clothes. As a brand, it kept a close eye on music culture and in particular Electronic music, supporting artists across the board. Early on, their stores sold CDs, fusing the worlds of fashion and music. If history is any indication, the brand has always been about having a good time, being yourself, and celebrating together.

To commemorate its 30-year milestone, A|X Armani Exchange is releasing a collection that pays homage to its rich history. The clothes are a modern reimagining of the styles that solidified the brand’s reputation. For the collection, the emphasis is on sleek and graphic genderless pieces and a functional, mix-and-match aesthetic. As an added bonus, A|X Armani Exchange worked to make this new collection as environmentally conscious as possible by working with recycled, low-impact materials.

Highsnobiety / Julien Tell
Highsnobiety / Julien Tell
Highsnobiety / Julien Tell
Highsnobiety / Julien Tell

Included in the collection are a selection of recycled nylon parkas and jackets, sweatshirts, polos and t-shirts in organic cotton, pullovers in organic cotton and cashmere, and swimsuits made of recycled lycra and recycled nylon. In keeping with the drop’s inspiration, the color palette stays a sharp and simple black and white with occasional pops of red. Throughout the clothes expect to see two recurring graphic motifs central to their identity: 1991, the year the brand was started, and, of course, the nut and bolt.

A|X Armani Exchange is no stranger to innovative, forward-looking campaigns. Since its inception, it’s constantly raised the bar on what it means to be a brand at the forefront. Take, for example, the 1999 campaign which featured a diverse cast of models in a proud celebration of all sorts of beauty. Or the campaigns from the early 2000s that championed bold and brash individuality. It should come as no surprise that A|X Armani Exchange is yet again pushing the boundaries of style with this collection. The brand’s ethos is best summed up by its official slogan: Still you. Still me. Still us. No need to change from 1991.

Highsnobiety / Julien Tell
Highsnobiety / Julien Tell
Highsnobiety / Julien Tell

The collection will be available online and in stores starting September 2.

  • Photographer:Julien Tell
  • Creative:Ali Kiblawi
  • Creative:Janak Jani
  • Producer:Benjamin Muasya
  • Stylist:Marquet K. Lee
  • Stylist assistant:Deivid Diniz
  • MU artist:Helena Narra
  • Hairstylist:Janina Zais
  • H&MU assistant:Fabienne Hoppe
  • Light crew:Rob Wisniewski
  • Light crew:Dirk Koschnick
  • DigiTech:Will Jivcoff
  • Runner:Joacim Palsby
  • Project Manager:Cynthia Mavanga

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