Axel Arigato: Minimalist Fascination

Swedish footwear upstarts Axel Arigato are creating some serious sneakers- and they’re doing it with the consistent level of style, passion, and quality that we’ve come to expect from Scandinavian brands. Their wide selection of silhouettes range from the minimal aesthetics of Common Projects to the chunky platforms of their Swedish Companion, EYTYS.

Axel Arigato is a contemporary fashion brand injected with counter-cultural references. Founded by Albin Johansson and Max Svärdh, the name Axel Arigato is a tribute to their fascination of the minimalist side of Japanese culture. From the beginning, Axel Arigato has always been about showcasing the imagery the brand started with and channeling it through a visual language. These references illustrate the kind of world Axel Arigato wants to project.

Inspired by the belief that shoes are the most modern means of self-expression, Axel Arigato’s sleek sneaker collection has something for everyone. Riffing on today’s diverse, digital culture, where style inspiration is right at our fingertips, the Swedish label’s luxurious, low-key designs are constantly evolving, responding to trends on the street, the runway, and beyond.

Before launching Axel Arigato, the founders saw a gap in the market for an affordable 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 affordable price tag.

Initially, Axel Arigato aimed to individualize each piece by launching a new style every week. “Our shoes are designed to personify the individual,” explains Johansson. “In our eyes, the rest of the outfit is secondary. This is why we offer a wide range of styles from sneakers to slippers and introduce a new product every week.”

Their current collections include men’s and women’s footwear and accessories (who wouldn’t want some AA chopsticks?). Axel Arigato goods are produced in Portugal with high standards in quality in the use of materials and fabrics.

Axel Arigato operates from the head office in Gothenburg. It’s an inspiring, fast-paced, and energetic workplace that encourages new ideas and creativity. The flagship store in London, which opened during fall 2016, marked the beginning of a new chapter for the company as they moved offline and are now able to invite their customers to come and visit their world.

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Author: Ashwin Padalkar

ashwin@thepreheater.com

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