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AXEL ARIGATO

Minimalist aesthetics with clean lines, solid colours, traditional motifs and a fresh vibe – that’s what signifies Axel Arigato style. This brand has a flair for its cutting-edge designs that are as modern as modern can be – which is the reason why it has become one of the most hyped-up labels on the current fashion scene. Not only up-and-coming but definitely having already arrived in the here-and-now, the brand has made a splash with their attention to popular demand and present trends. Truly living for the moment and continuously striving for the freshest, most recent looks, the brand presents weekly drops to introduce their newest additions. It is a young and fresh brand that is redefining cool.

With sneakers presiding over the brand’s innovative collections, footwear hails as its definitive signature piece. At first glance at these high-fashion sneakers, fashion-enthusiasts are impressed with the high level of craftsmanship combined with the innovative style. And not only are all of the brand’s collections backed by well-made designs, they also keep the planet in consideration with a focus on sustainability. Another attractive side to Axel Arigato’s collections is the broad range of pricing, making the brand’s cool look much more available and affordable, depending on what you’ve got your eye on.



Axel Arigato – behind the name


Getting down the basics of how it all started, let’s talk about the brand and who’s behind the name. Delivering sensational, current and fashion-forward looks since 2014, the brand is ever-evolving and constantly surprises with new ideas. If you were wondering about the person named Axel Arigato, there are actually two faces behind the label: the Swedish fashion duo Max Svärdh and Albin Johansson. Although the brand’s name definitely may conjure up an image of an über-cool rockstar or chiselled celebrity, it is a name created by the founders that gives a shout-out to the Japanese-inspired themes and global focus.

In Japanese, the word arigato means “thank you.” The brand’s logo also comes from the Japanese tradition in an ideogram that vaguely resembles two partially deconstructed tic-tac-toe boxes side-by-side. Johansson notes that this symbol is the same in Chinese as it is in Japanese and that it means “axis.” He goes on to explain that just like the planet is spinning on its own axis, so does the Axel Arigato brand. Though the collections and fashion awareness may look totally different in the years and months to come, the essential values at the brand’s core will continue to remain the same. Just as the different seasons come and go and make the earth look really different from one season to another, while the planet always stays the same Mother Nature.



A mix of Swedish and Japanese aesthetics


A current design trend is minimalism, and this aesthetic is also common to both Scandinavian and Japanese cultures. Axel Arigato picks up on these similarities in both Japanese and Swedish aesthetics and creates a fusion of the two in its collections. The simplicity of the Scandinavian style resembles Japanese traditional aesthetics and vice-versa. Both cultures value cleanliness, precision and discipline while also embracing the modern. This modern, minimalist approach to design really pops when it is combined with traditional motifs, like in the brand’s many items that feature an image of a crane in flight.

When it comes down to the collections, this translates to a lot of solid whites and some blacks with an effective and spartan use of designs, accents and motifs that give the items a very intentional, conscious feel. For example, many of the Axel Arigato’s sneakers are all-white or predominantly white, while nearly all of them have a white outer sole. This is the fashion trend of the moment, and next week it may change entirely – that is the beauty of the avant-garde nature of this super-cool label.



Modern Minimalism and Traditional Themes


Axel Arigato seemingly effortlessly combines the modern and the ancient with the utmost style. For sure, minimalism is a popular movement in many modern lifestyles and in various areas, whether you look at fashion trends, interior design, architecture or even the food industry. The brand serves up minimalism in a very big way, with the refined, fresh aesthetics and also in the way that the goods are produced.

Along with modern minimalist principles, the two fresh and funky Swedish designers also use traditional symbols as prevalent motifs. A flying crane often graces their collections, and sometimes the profile of a crane or Japanese ideographic characters called kanji. The very intentional and artistic use of these Japanese designs is often the finishing touch that amp up the signature looks with a phenomenal wow-factor. In Japan, the crane is a symbol of peace. According to Japanese legend, folding 1000 pieces of paper into the beautiful shapes of cranes grants a person the power of being able to fulfil a wish. The ancient origins of Axel Arigato’s inspiration impart depth and profound meaning into the everyday fashionwear.

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Axel Arigato

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