New York City

Giorgio Armani

Developing an “industrial Armani” We were approached to help develop a packaging, signage, and merchandising program for A|X: Armani Exchange, a new division for the venerable house of Armani.

The approach was to be utilitarian in nature, inspired by the look of old Army PX facilities.

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We created boxes featuring die-cut holes that suggest the industrial look of the stores. Shopping bags were sewn along the bottom in the style of fertilizer sacks, with handles made from clotheslines. (We take our inspirations wherever we can get them.) The packaging materials were made from custom-manufactured recycled papers in a time when such things were uncommon.

Large scale etched steel interior panels

We designed the Armani Jeans logo for the primary line of items to be showcased within the stores.

At the beginning of our work we were told, “Mr. Armani likes beige.” Understood.

Armani Jeans logo. The industrial look extended through all areas of signage and packaging.
“One thing the '90s is supposed to be about is a kind of sexy utilitarianism… Designer Alex Isley has conjured that voguish grittiness for Armani perfectly.”
TIME Magazine, "Best of the Year" issue

The program was created in association with Armani’s advertising agency Weiss, Whitten, Carroll, Stagliano. Architects were Naomi Leff & Associates.

We were instrumental in the development of the prototype store and the rollout of the first 40 locations.

We developed a system of cubbyhole signs, made from custom etched steel, that explained the jeans fit and wash designations.
Industrial manufacturing techniques were used on the shopping bags


Alexander Isley
Alexander Knowlton
Tim Convery
Bruno Nesci

Weiss, Whitten,
Carroll, Stagliano

ID Magazine Gold Award: Best of Category
Time Magazine “Best of the Year” designation

The Herb Lubalin Study Center
of Design and Typography

Special Collections Research Center
NC State University Libraries

National Design Museum
Smithsonian Institution