Axel Arigato Opens Second London Store to Mark 10th Anniversary

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As it continues to celebrate its 10th anniversary, Swedish brand Axel Arigato is expanding its London presence with a second store opening in Covent Garden.

The new store, located at 21-23 Earlham Street, follows the brand’s retail strategy for gallery-like spaces designed by Swedish design studio Halleroed. Marbles and steel are incorporated throughout the space, as well as an inbuilt sound system.

The new Axel Arigato store will stock the brand’s ready-to-wear and extensive sneaker offering.

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“London has been a spiritual home to Axel Arigato since we launched our very first store here back in 2016. We’re thrilled to be able to expand our bricks and mortar business in the capital — and it feels extra special to do this in our tenth anniversary year,” said Albin Johansson, chief executive officer and cofounder of the brand.

Until Aug. 3, a series of events celebrating the 10th anniversary of Axel Arigato will take place, including a portrait pop-up with photographer Campbell Addy; an art class with Shaquille-Aaron Keith; and an intimate live set hosted by musician Venna, who will perform with special guests Jada and Cari.

The brand is also releasing an anniversary capsule collection to commemorate with monogrammed T-shirts, denim and sneakers.

“Our stores have come to reflect the cultural values we hold dear at Axel Arigato. A careful, considered and playful approach to design with architectural juxtapositions — encouraging our audience to experience the brand in person,” said Jens Werner, creative director at Axel Arigato.

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