Albin Johansson & Max Svärdh founders of Axel Arigato
Community / Inclusivity / Evolving
Origin: Gothenborg, Sweden
When you talk and we listen, good things happen.
Built around the concept of drop scheduling new garments weekly, Axel Arigato aims to achieve a healthier inventory by contributing to more conscious buying through the creation of retro-inspired styles The Swedish fashion-house (not so) quietly revolutionizes the luxury market with its community-driven model. This, by building a platform through the power of inclusivity and creating memorable experiences (parties, galleries, and festivals for e.g.).
“I want to create spaces that are inviting and open, the same feeling you get when you walk into a gallery”
Founded by Swedish natives, Max Svardh and Albin Johansson, the duo created the brand out of a desire to create something that became the vocalpoint of uniqueness and groundbreaking- something for the next generation.
What stood out at Axel was their way of maneuvering with sales, rather then having multiple selling points (inter)nationally, the duo came up with the refreshing concept of selling directly to their customers. “We built a community and sold our products directly through our own website with zero wholesale accounts.”.
