In a significant development, Swedish fashion label Axel Arigato has appointed Jens Werner as its new creative director, succeeding co-founder Max Svärdh.
- Jens Werner’s leadership at Axel Arigato marks a pivotal moment of growth and transformation for the brand.
- Werner brings extensive experience from his previous roles at J. Lindeberg and Tory Burch, enhancing Axel Arigato’s creative vision.
- Max Svärdh, the former creative director and co-founder, will continue to contribute to the brand as a board member.
- Axel Arigato is set to expand its presence with a new store opening in Covent Garden on 25 July.
In a bid to reinforce its creative prowess, Axel Arigato has selected Jens Werner as the new creative director. He replaces Max Svärdh, who, since the brand’s inception in 2014, has been integral to its creative development.
Jens Werner’s track record includes a fruitful tenure as creative director at the Swedish fashion house J. Lindeberg between 2017 and 2019, following his role as design director for sportswear at Tory Burch from 2015 to 2016. This diverse experience is expected to bring a fresh perspective to Axel Arigato’s creative direction.
Albin Johansson, the CEO and co-founder of Axel Arigato, remarked on Werner’s appointment: “Across the last three years, Jens has been a pivotal force in shaping Axel Arigato. His appointment to creative director comes at a time of radical growth and transformation for the brand. We’re excited to see his new creative vision come to life and to start this next step of the journey together.”
Max Svärdh, the outgoing creative director, will remain closely tied to the company, serving on its board. This transition keeps him within the strategic framework of Axel Arigato as it embarks on this new chapter.
In conjunction with this leadership change, Axel Arigato is poised to expand its retail footprint in London with the opening of a second store in Covent Garden on 25 July. This move reflects the brand’s commitment to strengthening its market presence and accessibility.
The appointment of Jens Werner as creative director marks a new era for Axel Arigato amidst its strategic expansion.
