When Swedish footwear and lifestyle brand Axel Arigato (Instagram) opened its doors in Dubai, it marked more than just a retail launch. It was a statement of identity, culture, and community, reflecting a brand that has always thrived at the intersection of streetwear, contemporary minimalism, and inclusive design. CEO Albin Johansson spoke to YUNG about the philosophy behind the brand, the Dubai launch, and the evolving future of Axel Arigato.
Founded with a deep connection to online culture, Axel Arigato has grown beyond its digital roots, embracing real-world experiences as a complement to its online presence. “When Max and I started Axel Arigato, we tapped into online culture, but I wouldn’t necessarily call us a digital-first brand,” Johansson says. “Our retail spaces are an extension of our philosophy: they allow us to connect with people in person, whether trying on sneakers, attending a panel discussion, or joining one of our parties. Dubai felt like the right city to translate that energy into a physical experience.”
Dubai, Johansson notes, is a city driven by individuality and self-expression, a natural alignment with Axel Arigato’s design ethos. “We design for people who are confident in their identity, moving through different spaces but staying true to their style. Our products are tools for self-expression: elevated classics with minimalist Swedish sensibility, open to interpretation. Everything we create is meant to feel timeless and versatile, while reflecting curiosity and openness. Dubai’s energy really mirrors that: bold, dynamic, forward-thinking, yet grounded in considered style.”
The modern Axel Arigato customer, Johansson explains, sits at the intersection of street, luxury, and contemporary minimalism. “Our customer appreciates quality and design but through a more accessible, inclusive lens. They are city-minded, culturally engaged, and open to the unexpected, always seeking new ways to express individuality. That sense of freedom and exploration informs everything we do, from design to experiences,” he says.
The Dubai store itself is a curated reflection of the brand’s global identity, shaped by the city’s cultural and environmental context. Inspired by the region’s rolling sand dunes, the store combines Axel Arigato’s minimalist aesthetic with nods to the surrounding landscape. Products are thoughtfully selected for climate and lifestyle, including versatile footwear like the Area Sandal, already a bestseller. Johansson emphasizes collaboration with local partners such as Chalhoub Group, ensuring the brand resonates authentically in Dubai while remaining true to its Swedish roots.
Sustainability has been central to Axel Arigato since its inception. Johansson shares plans for 2025 and beyond under the OUR:TOMORROW mission: “We’re embedding sustainability into every corner of the business, from product design to experiences. We craft shoes built to last, decarbonise operations at scale, and from 2026, re-enter the circular space with resale and repair initiatives. Diversity, equity, and inclusion also remain core to our mission.”
Collaborations are another key aspect of Axel Arigato’s cultural relevance. “Unexpected partnerships excite me most, projects that at first seem unusual but create entirely new perspectives,” says Johansson. He cites the Mulberry collaboration and a recent partnership with NYC artist Alvin Armstrong as examples of work that blends heritage and innovation, and global and local creativity.
Johansson also elaborates on the brand’s approach to design, which balances timelessness with cultural relevance. “We don’t follow trends; we interpret them. Trends inspire us, but design is about perspective and timing. Our products are built to last through robust processes and strong partnerships with factories and producers who share our commitment to quality.”
Community remains at the heart of Axel Arigato’s ethos. In Dubai, this means working closely with creatives, musicians, artists, and local partners to ensure the brand is genuinely engaged. “It’s important we spend time here to understand how to fit into this community,” Johansson notes.
Looking ahead, he sees growth across product innovation, storytelling, technology, and retail. “Retail spaces will remain vital community hubs, technology will enhance creativity, and storytelling will continue to engage people in the Axel Arigato world. We’re excited to expand in the Middle East with new locations planned for 2026.”
Asked to summarize the energy he hopes visitors feel in the Dubai store, Johansson chooses three words: connected, curious, and inspired. It’s a fitting encapsulation of a brand that bridges digital and physical experiences while celebrating individuality, creativity, and community.
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