We're Axel Arigato – a people-powered lifestyle brand.

Since launching in 2014 by Swedish natives Max Svärdh and Albin Johansson, we've been expanding our product offering which started with sneakers to include ready-to-wear for men, women and kids as well as lifestyle accessories. By forgoing seasonal collections and engaging with our customers directly, we aim to democratise the luxury fashion market delivering an exceptional price/value proposition. The brand is socially-driven and we insert our community into the buying experience by utilising social media platforms as a tool to understand consumer needs, preferences and desires. The goal is to create a brand that brings people together, through the power of positivity, community and memorable experiences.