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Once upon a time, you could buy a pair of cheap shoes that wouldn't last long. Or you could choose to spend hundreds of dollars on high-end designer shoes that they would leave your wallet empty. Max Svardh and Albin Johansson noticed this gap in the footwear industry. They decided to craft couture shoes at an affordable price for men and women who were searching for unique shoes, premium quality and accessible price points.
Axel launched in 2014, and Svardh used a nontraditional approach that generated a global fan base. He used atypical channels and engaged with consumers one-on-one. As a Swedish designer, Svardh started Axel Arigato as an online brand with a lot of influence coming from Japan’s architecture. Although it began as an online-only footwear brand, he opened the first flagship store in SoHo, London in September of 2016. Later, the designs expanded to include a women’s line of shoes instead of just men's, and the company even branched out to produce handbags, wallets and more.
From Axel high heels to Axel booties with studs, the brand infuses each design with fresh concepts along with minimalist vibes. They work with handmade Italian leather that molds to your feet and is crafted in Portugal to create sleek designs. Axel’s contemporary footwear ranges from loafers and low sneakers to Axel furry mules and heels.
They do things differently compared to the average shoemaker by constructing exclusive designs with exceptional craftsmanship and iconic styles. Axel Arigato uses embossed, perforated and patented leather for a smooth and paired-down look.
The goal is to individualize each silhouette and launch a new design each week. With the head office in Gothenburg, Sweden, it’s a fast-paced, inspiring and energetic workplace where the brand encourages new ideas and creativity to construct original sneakers and other styles.