Axel Arigato’s Founders On How Social Media Has Disrupted The Streetwear Industry, Expanding In The Region With Level Shoes And The Future Of The Brand
Albin Johansson and Max Svärdh share how they took a digital-first approach when launching the brand eight years ago – and are following the same blueprint today, as they grow their presence within the GCC at Level Shoes, in The Dubai Mall
In a social media obsessed world, it’s rare to find brand founders who shy away from the (filtered) spotlight; but Albin Johansson and Max Svärdh, masterminds behind streetwear label Axel Arigato, would rather let their work do the talking than chase Internet fame. And by work we’re referring to their understated line of sneakers, accessories and apparel pieces that seamlessly fuse together quality, style and Scandi-inspired minimalism.
“We didn’t want to be the faces of the brand; the name Axel Arigato was intended to represent a mythical figure who would live on long after us,” Max noted, in an interview with Harper’s Bazaar Arabia.
Having launched in 2013, the Swedish-founded brand is best known for its footwear; sneakers that appeal to both men and women in a variety of clean styles, that are both au courant and a wardrobe staple. In true Millennial fashion, Albin and Max leveraged digital resources when they first revealed the line, opting to tap into the power of social media marketing and ecommerce instead of setting up a brick-and-mortar shop – something which would come later on down the line.
“Our brand wasn’t born from the pages of a print magazine. We started with a direct to consumer website and an Instagram account and the brand really took off from there,” says Max.
Now, eight years later, the brand has announced it will soon unveil a store inside of Level Shoes at The Dubai Mall, a physical home where they can host brand activations and events here within the region.
“Level Shoes is well respected throughout the UAE and we trust the group to carry our brand forward in an authentic way within the territory,” says Albin. “They are very much aligned to the Axel Arigato brand, in that it is always looking to create unique and unexpected experiences. Innovation is a shared characteristic of both of our brands, which drives the conversation forward to find new and exciting ways to connect to the customer.
Here, Bazaar chats with the founders about the story behind the brand, how social media has changed the streetwear industry and the future of Axel Arigato.
Harper’s Bazaar Arabia (HBA): What’s The Story Behind Axel Arigato?
Albin Johansson (AJ): We both grew up in Gothenburg, Sweden – if you share similar interests, you are destined to meet each other sooner or later. We both had experience in fashion and [in digital], and noticed that there was a gap in the niche sneakers market for high quality products at an accessible price; this is how the idea for Axel Arigato came about.
HBA: How Has Social Media Changed The Streetwear Industry?
AJ: It has definitely polarized trends since the same information is more accessible than what it used to be, but it also puts more pressure on brands to stay relevant and to excite the consumer even more.
HBA: Has The Pandemic Affected The Brand?
AJ: We have amped up our customer offering to be more relevant and offer a better experience. Before the pandemic people could visit stores if they were in a hurry. Since that has not been possible due to lockdowns, people are expecting things to happen faster also in the digital landscape.
HBA: How Is The Store Within Level Shoes Going To Be Different From Your Other Brick-and-Mortar Locations?
MS: The design of the space is in line with our other stores: conceptual approach to the retail space, replacing the conventional means of how you display footwear. I’m inspired by brutalism which can be seen through the industrial materials and clashes of natural travertine stone. We have also created three limited edition styles for the launch that will be available exclusively when we open.
We’ve shifted our lens to a more digitally focused-launch, which means we’re exploring new platforms of conversation.
HBA: What can we expect to see from Axel Arigato going forward?
MS: We will continue to evolve as a brand and widen our product offering, and put a bigger focus on the brand and who we collaborate with.
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Albin Johansson and Max Svärdh
The Axel Arigato store will be opening on April 5 at Level Shoes, Dubai Mall. For more information, visit levelshoes.com
Lead images courtesy of Instagram/@axelarigato and Level Shoes
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