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Armani Launches 3D Eyewear

The Armani Group announced its new Armani Exchange 3D movie theatre glasses.

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Unedited press release follows:

Armani Group Announces the First 3D Eyewear by A|X Armani Exchange

MILAN, Feb. 3, 2011 — A|X Armani Exchange, first in the fashion industry to use 3D images in its current Fall advertising campaign has launched A|X 3D eyewear that provides users, including celebrity supporters Joe Jonas, Kat Graham, Emmanuelle Chriqui, Grey Damon, Nico Tortorella and Sara Paxton, a stylish viewing experience for the most popular 3-D format found in movie theatres.

Always on the cutting edge of technology and style, Armani Exchange continues to create innovative products and programs that directly target the A|X Generation. Armani Exchange is offering a fashion forward unisex navigator style with a crystal gray plastic front and sleek shiny black metal temples. The perfect fusion of 80′s retro design and modern appeal with an updated classic navigator design, the Armani Exchange 3D glasses meet the highest standards required for 3D movie theater viewing.

In addition to providing a provocative street chic look indicative of the brand, the glasses also feature a special high tech multi-layered mirrored lens coating which minimizes distortion when looking in a mirror and additionally offers superior viewing and contrast enhancement. An additional coating has been added to the back of the lens to reduce glare, scattered light as well as blue light for enhanced image quality. The optically correct 6-base curved lenses with circular polarized technology will allow 98+ percent of visible light through which will provide edge-to-edge distortion-free viewing in a movie theatre environment.

Produced under license by Safilo Group, the Armani Exchange 3D glasses (model 3DV 001 AX) are personalized with an “AX 3D” logo printed on the upper left lens with “Armani Exchange 3D” printed on the left temple. The Armani Exchange 3D glasses are intended for movie theatre use only. The glasses are offered with a black protective neoprene soft pouch featuring the “AX 3D” logo. Priced at $58.00, the A|X 3D glasses are now available exclusively in the United States at A|X Armani Exchange stores and on

The Armani Group is one of the leading fashion and luxury goods groups in the world today, with over 5,000 direct employees and 13 factories. It designs, manufactures, distributes and retails fashion and lifestyle products, including apparel, accessories, eyewear, watches, jewelry, fragrances and cosmetics, and home furnishings, under a range of brand names: Giorgio Armani Prive, Giorgio Armani, Emporio Armani, Armani Collezioni, AJ | Armani Jeans, A/X Armani Exchange, Armani Junior, Armani Teen, Armani Baby, and Armani Casa. The Group’s exclusive distribution network includes 609 freestanding shops worldwide: 85 Giorgio Armani boutiques, 183 Emporio Armani stores, 31 Armani Collezioni stores, 180 A/X Armani Exchange stores, 22 AJ | Armani Jeans stores, 12 Armani Junior stores, 10 Giorgio Armani Accessori stores, 2 Emporio Armani Accessori stores, 14 Emporio Armani Caffes, and 28 Armani Casa stores, in 46 countries.