LONDON — Axel Arigato, the Swedish footwear and accessories brand that specializes in sneakers, will launch its first apparel range on Thursday, WWD has learned.
As reported in August, the six-piece clothing range’s minimal aesthetic takes its cue from the sneaker collection. Run by creative director Max Svärdh and chief executive officer Albin Johansson, the brand is known for its pared-back aesthetic and its “drop of the week” concept.
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Svärdh said launching apparel felt like a natural step to take after they introduced bags and unisex accessories last year.
“This first drop was a way of creating our own Axel Arigato persona,” said Svärdh. “And how we see our customers styling our sneakers. It was a response to what I see around me today. I wanted to translate the same design ethos into the clothing, that is, to create products that aren’t too abstract or conceptual. It needs to be functional and it needs to be worn by someone real. I realized afterward that the hoodie is an important piece in the collection. It’s like the new type of uniform.”
While the brand produces new sneaker styles each week, Svärdh said the company doesn’t plan to produce traditional seasonal collections. “We aren’t in a place to release a new piece of clothing every week as we do with our sneakers,” said Svärdh. “So we will capsule the collections and work with several drops to still keep a fresh flow of products.”
The men’s clothing range consists of sweatshirts, trousers, hoodies and T-shirts. The hoodie and sweater will be available in five colors, while the trousers are done in different fabrics. Prices range from 60 pounds, or $73, for a T-shirt to 120 pounds, or $146, for trousers. It will be sold in-store and on the brand’s web site.
“The first drop keeps both the color palette and the materials simple,” said Svärdh, “allowing its prints and detailing that decorates subtle parts of the garments to speak for themselves. We are very much drawn to embroidery, which is something that will be incorporated even more in several upcoming drops.”
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The label opened its first global flagship in August in London. Located in Soho’s Berwick Street, the store carries the full range of men’s and women’s shoes, accessories and clothing as well as a selection of magazines, books, posters and objects.
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Johansson will be speaking at WWD’s Men’s Wear Summit in New York on March 21 at 1 Hotel Brooklyn Bridge. Other panelists include designer Tim Coppens, Matchesfashion.com’s Ulric Jerome, Lacoste’s Joëlle Grünberg and ComplexCon’s Aaron Levant.
Launched in 2014 by Svärdh and Johansson, the brand is also sold at Harvey Nichols and Le Bon Marché.