Axel Arigato: The Affordable Stylish Trainer Brand To Know
We met in our mid-20s, introduced through mutual friends. We are both Swedes, raised in Gothenburg, so we instantly had common ground. We have both always had a great interest in footwear and we saw a gap in the market for an affordable, designer shoe brand with luxury-level quality.
We have a very product-focused approach and look for inspiration in everyday surroundings. We respond to what we see around us, especially when we travel and meet different people. That’s when the best ideas come.
Growing up we were both hugely influenced by the sneakers we wore – whether that was a pair of Etnies low-tops or some Air Force 1s. Today, our biggest source of inspiration is the next generation, young people living in big cities with an interest in music, fashion and art. Someone like Greta Thunberg would be a dream new customer, but Obama would be equally cool.
When creating a sneaker, everything starts with the sole. It’s the whole foundation. After that, we shape the silhouette and add detailing – or, in our case, remove detailing. Then the sample process begins. Sometimes it’s a home run on the first try; sometimes it goes back and forth up to ten times before you get it right. Ultimately the key is to work on as many different ideas and projects at the same time as possible. This way you never have to ask yourself what’s next.
@axelarigato
@axelarigato
@axelarigato
The Clean 90 Sneaker is our first born. It is one of our most special pieces and you can keep going back to it because it works well with everything. It’s the ideal year-round silhouette and is perfectly paired with a tailored trouser or denim jeans. The Catfish sneaker is also a house favourite. It’s constructed with a technical mesh fabric and a chunky rubber sole – pretty much a mash-up of the Axel Arigato taste in one product.
By launching a new style each week, we can create products that respond to how a generation already looks. We experiment and constantly push ourselves to try new things. We keep surprising the customers – they never know what to expect. We don’t like to do traditional things; we want to do untraditional things because that’s how we see the brand overall, and that’s how we are as people. We don’t care what others are doing. If we have a feeling something is right, we’ll do it.
Axel Arigato has become synonymous with minimal footwear, but the ambition has never been to be a pure sneaker brand. Axel Arigato is an idea. We are constantly exploring new collaboration ideas and product categories. At the moment we’re discussing the idea of launching a record label. It’s a very contemporary way of working; it’s about not limiting what we do. Our dream collaborator would be Apple. Whatever we do, we will keep the brand’s identity well rooted in the modern world.
@axelarigato
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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