Here at Woodhouse we are always looking to expand our brand portfolio with new and exciting brands and this season is no different. Having been a a stockist of Armani branded products for many years it would seem that adding Armani Exchange would be the next step in our partnership now sitting along side Emporio Armani and EA7 to give a more complete collection from the Armani Family.
Armani Exchange was introduced in 1991, with the view of having a more youthful and contemporary feel, targeting a younger audience, firstly in the US and then across the globe. Georgio Armani’s vision was inspired by modern fashion ideologies in fashion capitals such as Milan, New York and Tokyo, with a style that went against the clean cut tailoring of traditional Armani products, instead showing bold patterns and a more rugged design capturing the feel of modern fashion.
An unexpected change in the Armani philosophy, starting with a small collection in their New York flagship store, has grown in to one of the key brands in the Armani family, with its refreshing and effortless approach, capturing the youthful audience. The way that the Exchange brand challenged the fashion norms set out by one of the biggest fashion houses resonated with the audience and has meant that some 27 years later Armani Exchange is still continuing to develop and grow. The range has shunned the staple colours that made Armani such a force, replaced with bold logos and all over prints, combined with tones and colours that offer a revitalising change.
This season is no different and on top of the bold logo prints there are also some brilliant tonal polo shirts, amazingly interesting jackets and superb jeans in different washes.