Axel Arigato

Axel Arigato is a contemporary fashion brand injected with counter-cultural references. Launched exclusively online in 2014, Axel Arigato is a contemporary Swedish based designer label under the Creative Direction of Max Svärdh and Management of Albin Johansson. From the beginning, Axel Arigato has always been about showcasing the imagery the brand was started with and channeling it through a visual language.

These references illustrate the kind of world Axel Arigato wants to project. Before launching Axel Arigato, the founders saw a gap in the market for an afordable footwear brand with a couture quality. By forgoing traditional channels and engaging with customers directly, Axel Arigato has made their mark in the industry as the high-end footwear brand with an a ordable price tag. With the “drop of the week”-concept, the brand sidesteps traditional seasonal collections by launching a new style every week in rapid response to market demands.

In this way the brand is able to offer something fresh, elevated and highly relevant in today’s society. The relaxed, youthful attitude of Axel Arigato’s first designs has remained a distinctive hallmark throughout all the subsequent collections. In the spring of 2017 Axel Arigato introduced clothing to the product offering. While sneakers remain the core of the product offer, category expansion is an important step in bulding Axel Arigato as a modern brand.