The most memorable moment was probably three days after launching the brand. We had sold to around 14 countries on three continents solely online. It gave us the confidence to continue like that. More recently, the opening of our first ever store in Soho was a cool experience. Going from something that only existed online, translating it into a physical space where you can show the real DNA of brand, in a tangible visual environment, was amazing.
Having limited experience can be a positive thing when entering a new type of business because you don’t see any limits. The success of Axel Arigato has largely been through trial and error. To future fashion startups, we would say: as long as you keep doing what you enjoy doing, work really hard and stay focused, you will get somewhere in the end.
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