MOJEH talks to Albin Johansson and Max Svärdh, the brains behind box-fresh brand Axel Arigato
Known for pairing simplistic style with luxury details at an affordable price point, Swedish footwear label Axel Arigato has created a minimalist design ethos that is often spotted on the soles of supermodels or Copenhagen street stylers.
Founded in 2014 by Albin Johansson (CEO) and Max Svärdh (creative director), the brand has been built in a a digital age where cutting-edge design isn’t enough in an overcrowded market — but when Bella Hadid organically slips on a pair of your shoes you’re the brand everyone is talking about.
Using Instagram as tool has helped Axel Arigato to stay one step ahead of the pack, establishing a brand that starts conversations with its effortless cool factor and high-quality that isn’t out of reach.
While in Dubai to launch their SS20 collection for men and women at Level Shoes, we caught up with Albin Johansson and Max Svärdh to discuss the beginnings of the brand, its cult following and the colourful designs exclusive to the Middle East.
AJ: When launching the brand, we set out to make something different which led to forgoing traditional sales channels, strictly selling through our own e-commerce and working after the concept of “Drop of the Week”. By launching a new style every week, we are placing the customer at the focal point for product creation and using constant customer feedback for development of new styles. Our release model helps us achieve a healthier inventory and also contributes to more conscious buying.
MS: For SS20, there are 3 exclusive versions of the Clean 90 Tori Bird available at Level Shoes which incorporates silver and multicoloured birds embroidered onto the shoe.
