[ Embrace now and look for tomorrow. ]
Axel Arigato is a contemporary fashion brand with online focus, founded in 2014 by Max Svärdh and Albin Johansson with a disruptive agenda — to question the whole structure of the industry. The label initially fostered momentum by releasing new sneaker designs on a weekly basis, subverting the fashion industry’s traditional practices of seasonal drops. But its footwear-centered origins, now expand into a larger realm of accessories and ready-to-wear designs with clever subtext, URL-referencing prints and coy graphics. The Swedish label never wanted to be a streetwear or a luxury brand, but their use of premium materials in all of its products and hand-picked retailers to work with, have really changed the game for Axel Arigato.