Swedish cult sneaker brand Axelarigato is betting on its fast-growing apparel business to lead the growth.
“Since we opened the first store, we saw that the customer had a big appetite to complete the look, not only buying just the sneakers but actually buying the full sets. That’s why we dipped our toes into hoodies, T-shirts and sweaters in the first place,” he said.To spearhead the expansion, the brand hired Jens Werner, former creative director at J.Lindeberg, who has also worked on Y-3 by Yohji Yamamoto at Adidas and Tory Sport at Tory Burch, as head of rtw.
“Axel Arigato is a sneaker brand, so I’d like to evolve the collection around the sneaker silhouette, mind-set and the consumer. I would say the fits and the silhouette of the garments are less Scandinavian as it has a lot more graphic elements. In fact, Axel Arigato has never been a classic Scandinavian brand. It started internationally and it had that London vibe from the first day. I think that that’s a lot that we look at as well,” Werner added.
Launched in 2014 by Svardh and chief executive officer Albin Johansson, Axel Arigato expects to grow at a similar pace as last year, which ended with a 76 percent increase in revenue, while the duo expects the rtw business will grow even faster, at 90 percent, compared to last year. He sees them as a long-term investment to keep the brand relevant among customers. “We don’t want to throw products in their mouth. Rather, we are giving them a nice experience that they can talk to with their friends and maybe one of their friends comes back and buy in a year. That’s good enough for us,” Svardh added.
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