Axel Arigato news and archive

When space becomes spectacle: The age of inflated experiences

There’s something deliciously mischievous about oversized, larger-than-life forms in brand experience. They are too large to ignore, too playful to behave, and too theatrical to be mistaken for background noise. In a time where we are questioning everything we see, the most persuasive answer from brands might be the most analogue one of all:...

Fashion

Jack Draper adds another fashion partnership with Axel Arigato

Tennis star Jack Draper, currently the UK’s number one-ranked tennis player, continues to be one of the sport's most marketable athletes after announcing a new sneaker partnership with Swedish footwear brand Axel Arigato. The move marks Axel Arigato’s first collaboration with an athlete, as part of the Swedish brand’s strategy to expand its...

People

Axel Arigato appoints new CEO

Frédéric Serrant is taking over the position of CEO at Axel Arigato. The appointed CEO announced his new role on the professional networking site LinkedIn on Monday. According to the industry publication Women’s Wear Daily, he succeeds Albin Johansson, who is stepping down from his role as chief executive officer. Serrant joins Axel Arigato from...

Featured

Retail

Wrap up warm: How outerwear pop-ups are cocooning us in comfort and creativity

Outerwear brands have been turning up the heat recently with physical activations that transform shopping into an immersive sensory journey. These aren’t your average spots to try on jackets; they’re thoughtfully designed spaces where texture, storytelling, and emotion come to life. From Burberry’s tribute to British parks to The North Face’s...

Retail

Axel Arigato opens first US store in New York

Swedish premium brand Axel Arigato has made its first steps into the US physical retail sector, with the opening of a brick-and-mortar store in New York City. Located in the SoHo district at 273 Lafayette Street, the store was designed in partnership with architectural design studio Halleroed, which has previously worked with the brand on its...

Featured

People

Axel Arigato appoints new creative director

Swedish footwear and fashion brand Axel Arigato has named Jens Werner as its new creative director. Werner, who previously held the role of head of ready-to-wear at Axel Arigato between 2021-2023, will succeed predecessor and brand co-founder Max Svärdh to oversee the designs of both the footwear and ready-to-wear collections, as well as all...

Retail

Axel Arigato to open second London store

Swedish sneaker and fashion brand Axel Arigato will open its second London store in Covent Garden later this year, landlord Shaftesbury Capital has announced. Axel Arigato has secured a 2,500-square-foot retail unit on Earlham Street in Seven Dials. The store will be designed in line with its retail spaces across Europe as “an inviting and open...

Featured

Fashion |In Pictures

Mulberry unveils collaboration with Axel Arigato

British heritage brand Mulberry has unveiled a collaborative capsule collection with Swedish lifestyle label Axel Arigato inspired by “memorable pop culture moments from the past 50 years”. The limited-edition collection spans unisex ready-to-wear, bags, footwear and accessories, and marries Axel Arigato's Scandinavian minimalism with Mulberry's...

FeaturedMember

Business|CEO-INTERVIEW

Axel Arigato founder: "If you don't take risks, you're dead"

Swedish sneaker label Axel Arigato is expanding in Germany and internationally. With the help of social media, the brand first took off digitally in the direct-to-consumer business before growing via wholesale and through its own stores in recent years. At the opening of its newest store in Berlin Mitte, the two founders, creative director Max...

Fashion

Axel Arigato expands into China with Tmall

Swedish lifestyle brand Axel Arigato has entered the Chinese market with the opening of its first-ever flagship store on the Tmall platform. The move aims to expand its direct-to-consumer model and customer-first approach while building an “authentic conversation” with its Chinese community, following the brand’s positive growth over the last...

Member

Business

Axel Arigato to launch resell platform, Xchange

Swedish lifestyle brand Axel Arigato is set to launch its own brand-operated resale platform, entitled Xchange, in partnership with resale e-commerce developer Reflaunt. The new platform will allow Axel Arigato customers to purchase and sell pre-owned pieces, as part of the brand’s solution to extend product life cycles. Utilising Reflaunt’s...

Member

Podcast

Podcast: The Glossy Podcast speaks to the founders of Axel Arigato

In this episode, The Glossy Podcast speaks to Albin Johansson and Max Svärdh, the co-founders of luxury fashion brand Axel Arigato. They discuss the gaps they noticed in the footwear market when starting their company, the importance of listening to what the consumer wants and their newly opened stores. Listen to the podcast below. Source: The...