Established by Giorgio Armani and friend Sergio Galeotti in 1975, the Italian fashion house is grown dramatically over the years to include several sub-labels. Although it was popular within Europe it took until the 80s for Armani to hit America, when it hit the big screen with Richard Gere wearing it for American Gigolo and appearing on the hit series Miami Vice. It wasn't long before much of Hollywood were seen wearing Armani on the red carpet, a sign of success and power for many business professionals. Over many years the company has built up a worldwide reputation for quality, designing, manufacturing, distributing, and retailing haute couture, ready-to-wear, leather goods, shoes, watches, jewellery, accessories, eyewear, cosmetics, and home interiors. The brand markets these products under several sub-labels including Giorgio Armani, Armani Collezioni, Emporio Armani, AJ Armani Jeans, AX Armani Exchange, Armani Junior, and Armani Casa. Armani.Jeans was launched as a diffusion line of Giorgio Armani in 1981 comprising of a wide selection of denim and casual wear. Armani Jeans set the benchmark for modern designer denim brands and quickly became a favoured brand for the “soccer casuals” movement on the terraces of football clubs throughout the UK.