Fashion career profile
Max Svärdh
Max Svärdh is a Swedish designer and entrepreneur best known as the co-founder and creative director of Axel Arigato, the Gothenburg-founded footwear and fashion brand he built with Albin Johansson. Founded in 2014, the company began with a digitally native sneaker proposition and a community-led approach that treated product, music, art and in-person programming as connected parts of the label. Svärdh’s work is associated with footwear design and the evolution of the company beyond shoes into ready-to-wear, accessories and cultural events. The pair opened an early London store within two years of launching, bringing the online-first brand into physical retail while retaining a direct relationship with customers. A decade after its founding, Svärdh continued to share creative direction with Johansson, who leads the business as CEO; the profile keeps the founders’ public responsibilities distinct. The record documents a growing independent brand without implying a public financial series or crediting partner-company performance to Axel Arigato.
- Role
- Co-Founder and Creative Director, Axel Arigato
- Nationality
- Swedish
- Age
- 41
- Career appointments
- 1
- Fashion houses
- 1
- Co-founder: Axel Arigato, Gothenburg, 2014The company identifies Max Svärdh and Albin Johansson as co-founders. · Axel Arigato
- Creative role: Creative Director, Axel ArigatoA 2024 profile identifies Svärdh as creative director and Johansson as CEO. · Vogue
- Business model: Digitally native and community-ledThe brand describes its early approach as digital-first and community-oriented. · Axel Arigato
- Retail development: First London store within two yearsThe brand report places the first store within two years of its 2014 founding. · Axel Arigato
- 2014 — Co-founds Axel ArigatoStarts the Gothenburg label with Albin Johansson.
- 2016 — Opens first London storeThe company report says its first store opened within two years of founding.
- 2024 — Reflects on ten years of growthA 10-year interview discusses its next stage; planned expansion is not presented as completed.
- 2014–Present — Co-Founder and Creative Director — Axel ArigatoCurrent appointment · Eurazeo