About the Future of Axel Arigato with Jens Werner

At the Axel Arigato headquarters, there’s an almost clandestine atmosphere, like stepping into a futuristic lab where machines shape art into wearable form. The Swedish brand is widely known for their sneakers even though they also have added a ready-to-wear line to complement their signature footwear. Now, Jens Werner took on the role of the new creative director, a few skateboards scattered around the office signal his arrival. 

His creative direction signals a shift for the brand, captured in the recent campaign ‘AN INFINITE DREAM’. This latest chapter places less emphasis on the product itself—whether it’s their cult-favorite sneakers or minimalist ready-to-wear—and more on the intangible: the feeling of Axel Arigato. It’s a mood of ambiguity and curiosity, an invitation to step closer and explore how design plays with our perception of reality; constructing an entire Axel Arigato cosmos.

SLEEK: How has your passion and practice in interior and object design influenced your approach to working within a fashion brand?

Jens Werner: At Axel Arigato, working with sneakers feels natural because a shoe, like a piece of furniture, is essentially an object. A timeless design, whether a chair or a sneaker, might live on forever. Sneakers have a longer lifecycle than ready-to-wear—it’s a silhouette you can reuse and evolve over time. We are not rooted in sports and tech innovation like other sneaker brands, but rather we are rooted in spaces that connect people, product and art. I see this heritage in the beautiful brutalist store spaces and the podiums within them. My focus is on how to bring a playful character to the brand by further integrating this furniture-like element, where each campaign’s space becomes the inspiration for the following season’s designs.

S: This connection between art and fashion is also reflected in your latest campaign, ‘AN INFINITE DREAM,’ where you use a hotel room—a space that symbolizes both privacy and a public space. What made you choose a hotel room as the backdrop for the campaign?

JW: It all began when I took on this new role and had to figure out how to connect with a broad audience, especially through sneakers. Axel Arigato offers such a wide range of styles that can be worn by people from all walks of life, making it challenging to create a campaign that resonates with everyone. I started thinking about universal experiences, and that led me to the concept of a hotel room. It’s an intimate yet transient space—where people come and go, sharing the same objects, like a pillow or a mattress. It’s intriguing and a bit unsettling, but also familiar, which felt like the perfect metaphor.

S: You chose to work with three artists for the campaign. What was the process of choosing each?

JW: The three artists were clear from the start. I wanted the hotel room concept to be abstract, yet functional—like a hotel room with a twist, resembling a quirky apartment or art gallery. The artists share a common theme of manipulating materials into sculptural forms, but each has a distinct approach. Jon Buck had already created podiums for our stores, so I wanted him on this new journey. Illya Goldman Gubin’s work with yellow foam, which echoes Axel Arigato’s color and material palette, intrigued me with its playful ambiguity. Charlotte Kingsnorth brings a humorous touch, transforming vintage furniture into unexpected forms. This new chapter is about playing with perception and sparking curiosity. My goal is always to create something minimal yet visually engaging—something that makes people stop, whether in-store or online.

S: How can artistic influences translate into a materialistic product?

JW: There are many ways to do it. What I really like about the artists that we have been working with for the campaign is that we are also talking about future collaborations. I believe in longterm co-creation instead of one-of collaborations. In the future, it will be more so having a relationship with your co-creators so that there will be an open dialogue between art and fashion. Both sides should step out of their comfort zones, creating something from each other’s world. It’s not just about putting art on a T-shirt—it’s about integrating the artist’s process, like how they use color or materials, into the design of a garment.

S: How do you then translate the design language of your sneakers into a cohesive ready-to-wear line, while keeping everything aligned under the same brand?

JW: Four years ago, Max Svärdh approached me to build Axel Arigato’s ready-to-wear line as Head of Design. The challenge was to connect the minimal, playful design codes of the sneakers with the clothing. I knew the apparel needed a relaxed silhouette to complement the sneakers, drawing naturally from skate, sneaker, and street culture. Shoes can land on a lot of different people because they can wear it with a suit, with jeans, shorts or sweatpants. But ready-to-wear can’t be everything all at once, you need to decide for one aesthetic. To align the two, we use shared fabrics and treatments, like distressing, while also ensuring the clothing silhouettes, such as the cut of jeans, enhance the shoes. Right now, the team is focused on creating a cohesive head-to-toe look that works seamlessly.

S: The ready-to-wear line feels like a natural extension of the sneakers, almost a personification of them.

JW: Yes, we’re focused on creating a complete look around that idea. As a community-driven, inclusive brand, we aim to strike a balance—not too narrow, but not trying to be everything. When I envision a campaign, it’s like dressing characters in a film—each person is unique, playing a different role, but the overall picture is curated to work cohesively.

S: The Axel Arigato Marathon Runner gained huge attention and became a major success a few years ago. How do you build on that momentum and continue to grow after having a hyped shoe?

JW: The Marathon Runner is a great example of launching the right silhouette at the right time, allowing it to last for years as its shape evolves. However, you can’t always predict these successes, and as a brand, you don’t want to rely solely on trend-driven designs. The Marathon Runner appealed to a broad audience, and now I’m reflecting on how that audience has evolved and what they’re wearing today. While the trend for that style may be slowing, the question is: what’s the next version? It’s about experimenting with the shape, creating something new that still feels connected to the original.

S: For the recent campaign you worked with artists and you also mentioned having a personal connection with Illya. Does it make it more difficult in the creative process to also work with friends?

JW: When working with artists, it’s essential to create a story that people can believe in. Since these collaborators are partnering with a commercial brand, it’s important to clearly define their role and why their involvement matters. Artists, especially those from the art world, are selective about where they attach their name. Illya was quick to support this new journey, but it’s about seeing the bigger picture—ensuring that in five years, both the artist and the brand are proud of the collaboration.

S: Since the stores are also a representation of the brand’s identity, will there also be changes with you as a Creative Director now?

JW: The stores will evolve into a full experience. Right now, they serve as a clean canvas, but my vision for the future is for customers to engage with more than just the products—more like an art installation. I want the space to become a stage for artists, sparking curiosity and drawing people in. My goal is to create an environment where what people see from the outside compels them to step inside and explore. 

S: Axel Arigato is actively planning to evolve and expand into the US market after primarily focusing on Europe. How will this shift impact the brand?

JW: The goal is to view the brand through an international lens and identify products that resonate with the American market. The US is highly competitive and challenging to penetrate, but I believe Axel Arigato’s European minimalist style, combined with its global appeal, already reflects a brand DNA that is relevant in the US. We’re not aiming to become a different brand, but we do need to tailor our products and approach to connect with the audience there.