The Creative Mind behind Axel Arigato:

Max, you work as a creative director for Axel Arigato - what is your background and how is this reflecting your work?

I’ve always been quite entrepreneurial. When I was 17, I started importing jeans from Japan to Sweden where I then launched my own ecommerce website. I don’t come from a traditional fashion design background, which I tend to benefit from, as my creative vision is not obscured by the usual limitations. In saying this, I have two principles which I create by which are change and reality. That is, identifying the customer’s reality and how they interact with the product and welcoming change in all aspects, whether that be in design, inspiration or in the brand as a whole.

How did you turn a “Street-Wear” brand from Sweden into a global player Axel Arigato? What was the break-through moment?

You have opened your first store in Germany recently. Axel Arigato began with an online-focused digital business approach; what triggered the transition to a physical in-store experience?

Axel is a digitally native brand, first and foremost, however, as our following grew bigger, we saw a demand from our community to have a physical presence. So before opening our first store in 2016, we really dug deep to see what that would look like. We wanted a space where we can connect with our community offline which is how we ran with the idea of hosting regular events, like our parties with local DJs and artists, to panel discussions, or our monthly Sneaker Cleaning Church.
 

What is the DNA of the Axel Arigato in-store design? Is each store the same, and if so, how do you determine the materials, colours, and location?

Since the first store, we’ve collaborated with the Stockholm based studio, Halleroed on the design. I want to create spaces that are inviting and open, the same feeling you get when you walk into a gallery. I also want to allow flexibility for upcoming projects and collaborations. Axel Arigato is a young brand that is constantly evolving. For us it only makes sense to create spaces that can evolve as well.
 

Is the new AW22 collection titled 'Back to the Future' a reference to the world's circumstances last year?

In some ways yes, I think having come through a post-confinement reality, you experience a sense of nostalgia which, for this collection, pays homage to a 90s nostalgia, yet is contextualised and evolved within the brand’s aesthetic of Scandinavian minimalism. For instance, we’ve taken classic varsity jackets and oversized knits and paired them with futuristic footwear styles made of EVA rubber. Whilst also looking to vintage runners and 90s basketball culture for sneaker inspiration and combining this with sleek minimalist wardrobe staples.

Do you remember what sparked the concept for the AW22 collection, and how does your creative process work?

The prevailing theme is interaction, especially coming into a post-confinement world, and exploring how we handle in person exchanges. With every collection, we are continuously building out the customer’s wardrobe with timeless styles that are made to endure their day-to-day. With regards to the footwear, I wanted to ignore any concept or design limitations, instead playing with volume and dimensions, while revisiting existing styles and creating new ones.
 

With every new release you are stepping more and more from sneakers to clothing and ready-to-wear collections. What’s next for Axel Arigato?

SS22 and AW22 mark a new creative direction for the brand which expands on our ready-to-wear offering which I’m excited to explore further as well as pushing through new boundaries of what we can achieve with our footwear. Our team is always looking at new renewable or recycled materials that we can integrate into the collection without compromising on the quality. Additionally, you can expect more stores opening through Europe and the US as well as an exciting roster of events that will accompany them.