A|X Armani Exchange Introduces Collaboration with NTS: 91 FORWARD

To celebrate its 30th birthday, the global fashion brand is launching special in-store collaborations with artists.

A|X Armani Exchange has turned 30, and how better to celebrate a birthday than with a musical collaboration? From 1991 to now, A|X Armani Exchange has had a strong relationship with music and night life, and we hope for many more years of it. Introducing 91 FORWARD, their collaborative worldwide campaign involving the global music radio platform NTS that began on Oct. 15.

Founded three decades ago, A|X Armani Exchange aims to revamp urban dress codes, and in 2017, following the reorganization of the brand portfolio, A|X Armani Exchange became one of the Armani Group’s three main brands. The brand is “essential, contemporary, and exclusive,” designing versatile clothing that is accessible for those of all ages, genders, and backgrounds. On the other hand, NTS began as a DIY passion project in Hackney in 2011 as an alternative to mainstream radio. Now, the music platform has permanent studios in LA, Manchester, and Shanghai with over 600 resident hosts of musicians, DJs, artists, and everything in between, and a growing global audience of 2.5 million monthly listeners.

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NTS is helping global A|X Armani Exchange stores team up with local musicians and DJs through their network of “underground and established tastemakers.” Each performer will create a one-off DJ mix to be archived on nts.live and played in stores globally. A|X Armani Exchange is hoping these mixes will highlight the ‘90s and how important the time was for electronic and dance music. Of the artists, ten will be selected to participate in an A|X Armani Exchange photoshoot and receive personalized custom Armani Exchange T shirts to be given out at select stores, with their own music, merchandise, and tickets for future performances.

The artists include avant-trace experimentalist Lorenzo Senni for Rome’s location, model and selector Yuka Mizuhara in Tokyo, and Belgium’s very own Blck Mamba at A|X Armani Exchange Antwerp. Additionally, Liminal Soul’s mix, produced by Kedr Livanskiy, will be played at the St. Petersburg location, while John Talabot’s music will be heard in Madrid. Besides being presented in stores, there will also be additional celebrations of A|X Armani Exchange’s 30th birthday, including NTS-curated club nights in Paris and Cologne and A|X Armani Exchange-streamed and in-store broadcasts in Mumbai and Tokyo.

Check out the celebrations at your local A|X Armani Exchange store or check out nts.live for more updates.

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