Conquering The Contemporary Market

“We thought that [a DTC model] was how we could make the biggest impact at that time. We wanted to own the relationship with the customers but also wanted to work very quickly.” 

– Max Svärdh & Albin Johannson, Cofounders, Axel Arigato 

Axel Arigato, Level Shoes

When it comes to contemporary fashion, Swedish label Axel Arigato is one of the segment’s undisputed leaders. Given the growth of the contemporary luxury market in recent years, Rohma Theunissen caught up with Axel Arigato’s founders Max Svärdh and Albin Johansson to talk about their success, the DTC model, the contemporary consumer, sustainability and why opening a permanent store at Level Shoes in Dubai furthers their disruptive agenda.

NOTE: This episode was recorded virtually as Max and Albin are in Sweden and Rohma is based in Dubai – so there are a few glitches in sound but we think that makes the conversation even more authentic!

About Axel Arigato

Underground Swedish brand Axel Arigato headed by Albin Johansson and Max Svärdh made its place as a renowned footwear label in summer 2014. The brand follows a unique business model that prioritises innovation with the promise of creating a new shoe design every week. Establishing strong relationships through social media, the label has established itself as a luxury streetwear brand with a functional take.

About Level Shoes

Level Shoes is a globally recognised retail concept and destination dedicated to the world of designer footwear and accessories. The store offers a wide range of unique services; from shoe experts to foot therapies, culinary delights, a dedicated concierge service as well as a regional online shopping platform. The curated space is divided into 40 designer boutiques and five multibrand areas each designed with its own bespoke personality: Women’s Designer, Women’s Accessories, Women’s Contemporary, Men’s Designer, Men’s Accessories, Trends and Kids.