Capturing connections at A|X Armani Exchange and DJ Mag Presents at ADE 2024

The weather is unseasonably mild in Amsterdam. It’s the Wednesday of ADE 2024, and the doors to the A|X Armani Exchange (A|X) store on Dam Square are wide open, ushering in a warm breeze as anticipation builds for the DJ Mag Presents A|X day-to-night event.

While parent company Armani was founded by Giorgio Armani in 1975, it was almost two decades later that it decided to spread its wings with the launch of a brand inspired by street culture: A|X Armani Exchange. Soon, it developed what would become a longstanding relationship with music culture,

Speaking about the brand previously, Giorgio Armani said: “In 1991 I had an intuition, and I called it A|X. “Looking at the reality of the street, before it became just another vogue, I created fast, affordable metropolitan clothing for the young generations or those with a young mindset. The spirit persists today in apparel and accessories that speed forward to an urban drum.”

Teaming up with DJ Mag to transform its store into an electronic music haven, complete with some very special guests, this year marked A|X Armani Exchange’s third year of ADE partnerships. In line with the brand’s ethos of working with artists who “embody the brand values”, A|X continues to dive deeper into the underground of electronic music, and this year’s line-up embodies its message of connection. 

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