LONDON — Swedish footwear and trend label Axel Arigato has named Jens Werner its new inventive director.
Werner, who joined the corporate in 2021 as head of ready-to-wear, succeeds Max Svärdh, who cofounded the label alongside Albin Johansson in 2014. Svärdh will stay a board member and co-owner of the label.
A self-taught designer, Werner beforehand was the inventive director of J.Lindeberg. He has additionally labored for Y-3, the fashion-focused line between Adidas and Yohji Yamamoto, and served as design director at Tory Burch’s efficiency activewear line Tory Sport.
In his new function, Werner stated he’ll create the subsequent technology of the Axel Arigato model whereas constructing on the decade-long legacy of teamwork and collaboration.
“Having labored on the model now for 3 years, Axel Arigato could be very private to me. After I joined, the model had been a sneaker label for seven years — so to have the ability to be part of defining the ready-to-wear class was actually particular. On this subsequent chapter, I stay up for harmonizing footwear, ready-to-wear, equipment, spatial design, and all inventive outputs to make sure every part exists inside a cohesive universe,” added Werner.
The model’s fall 2024 marketing campaign, to be revealed in a number of weeks, will supply a glimpse of Werner’s imaginative and prescient for the model.
“Will probably be a brand-new visible idea for us as a model that comes with a number of inventive contact factors. It’s a daring new imaginative and prescient for Axel Arigato that has been many months within the making and that shall be rolled out throughout the entire season,” he stated.
When it comes to new areas, the designer stated he’s trying to combine his ardour for inside areas and design with a much bigger deal with furnishings and objects.
“A part of this extra unified design imaginative and prescient will enable for the creation of additional classes, one thing we’ve briefly explored up to now. On this subsequent chapter we hope to have a look at new methods of making a full way of life model that may broaden horizontally, moderately than vertically. From interiors to artworks, trend to footwear, it’s about fusing collectively design, artwork and design components to create a up to date all-encompassing model that’s at all times evolving,” stated Werner.
“Our bodily areas are such an integral a part of the model’s inventive imaginative and prescient, so I need to keep and develop this additional in each inviting and surprising methods,” he added.
With a fast-growing world footprint backed by Eurazeo — new shops launching in London and New York this summer season — Werner stated he desires to place Axel Arigato as “an accessible, comprehensible and aspirational way of life model.”
“I need individuals to share in our workforce’s ardour when taking a look at our model — and to see the small particulars that we care a lot about. Hopefully, this encourages individuals to examine again in with us and to create a sense of curiosity — like they don’t need to miss out on one thing,” he added.
Werner teased that the model will launch three collaborations this 12 months, and a limited-edition capsule assortment that “displays my preliminary step into footwear design — questioning our ethos and actually platforming the unimaginable craftsmanship that goes into our shoe making.”
