Created in 1991, Armani Exchange (often A|X) is a subsidiary brand of Giorgio Armani. It is geared towards younger customers and features urban style, prêt-à-porter products, especially T-shirts, jeans, polos, and sports coats. Armani Exchange is the most affordable of all the Armani lines and mainly targets the American market. It is geared toward older teens and young adults with a contemporary fashion style. A|X Armani Exchange aimed at a new generation of fashion consumers offering individual style through an accessible collection for men and women. Giorgio Armani interprets his sensual and unique style to create a collection for the generation of the young, urban and sexy. A|X Armani Exchange defines a new dress code with a collection that takes its cue from all elements of metropolitan lifestyle and music culture