What is the name of Giorgio Armani's lower-priced label?

Giorgio Armani’s lower-priced label is Armani Exchange, commonly styled as A|X Armani Exchange. It was created as a more accessible, casual expression of the Armani name.

Armani Exchange launched in the United States in 1991 through a manufacturing and distribution agreement with Simint. Unlike the high-end Giorgio Armani label, A|X focused on everyday clothing influenced by street-chic culture and dance music. Its target audience was younger and its products were designed to reach a broader market.

The Armani brand family can be confusing because several labels occupy different positions. Giorgio Armani is the high-end ready-to-wear line, while Emporio Armani is a separate contemporary brand established in 1981. Armani Exchange sits at the more accessible end of that structure; Armani Jeans and Armani Collezioni were also former or related diffusion labels.

Another common mix-up concerns ownership. Armani Exchange began under a licensing arrangement, but Giorgio Armani later increased its control. In 2014, Giorgio Armani acquired the remaining stake in the brand, making A|X fully owned by the Armani group.