A|X|More|Modern

Established in 1991 with a store in the heart of Soho in New York City, Armani Exchange (A|X) provides clothes that “define a new dress code with a collection that takes its cue from urban lifestyle and music culture.” In other words, really expensive jeans and white v-neck shirts among other swanky clothing. A|X today has 165 stores worldwide and can be found in upscale department stores like Bloomingdale’s, Saks Fifth Avenue, and Neiman Marcus. Like the rest of the Armani empire — which, by the way, had revenues of 1,620 million Euros (US$2,354 million) in 2008 — A|X has sported a Bodoniesque wordmark that has become fairly recognizable yet at the same time inundated by the fashion industry’s preference of Didones (also called Moderns). This Winter, A|