Let’s be honest: every guy in Dubai has been manifesting this moment. After years of airport buys, online carts and “when are you opening here?” DMs, Axel Arigato has finally landed in the UAE, at the Mall of The Emirates, and the city’s style set is already lining up. BURO caught up with Co-Founder Albin Johansson in Dubai to celebrate the opening of the brand’s very first boutique in the region, a move that’s set to shake up wardrobes, wishlists and weekend plans.
Located at Mall of the Emirates, the new store isn’t your standard sneaker drop zone, it’s a full-on cultural experience. Designed by the in-house team, the boutique blends Scandinavian cool with Dubai’s creative energy, complete with a surreal life-cast mannequin sculpture created with long-time collaborator Jon Buck. The result? A space that feels part gallery, part retail, all Arigato.
With Dubai now joining London, New York and Stockholm as a key cultural stop for the brand, this opening marks a new chapter, and if the buzz is anything to go by, the UAE was more than ready for it.
DUBAI IS HAVING A MOMENT AS A GLOBAL FASHION HUB. AS A FIRST-TIMER HERE, WHAT’S ONE CULTURAL DETAIL FROM THE PEOPLE, FASHION, OR CITY THAT INSTANTLY INSPIRED YOU, AND ONE THAT TOTALLY SURPRISED YOU?
What really inspired me about Dubai is the mix of everything, it’s like a pot of influences. The cultures, the fashion, the music, the food… everything comes together. I’m a very curious person and love experiencing new things, so that’s what excites me most about being here.
What surprised me? The richness of it all. Being European, I had a very stereotyped idea of Dubai, you know, the “bling-bling” image. But Dubai is so much more than that. There’s an existing culture, but there’s also a culture being created, and that energy is insane. It makes me super happy to be here.
AXEL ARIGATO IS SCANDINAVIAN COOL, WHILE DUBAI IS GLAM MEETS AVANT-GARDE. IF YOU HAD TO BLEND BOTH WORLDS INTO A DUBAI-EDITION SNEAKER OR CAPSULE COLLECTION, WHAT CULTURAL ELEMENTS WOULD YOU INCORPORATE, GOING BEYOND THE CLICHÉ?
Actually, there’s already a great match between the local style and what we do. We have a minimalistic approach rooted in Sweden, not just in fashion but in design overall. Our branding, often in subtle gold foil, works beautifully with the region’s aesthetic.
We can experiment with materials, but always in a minimalistic way that still honors the richness of different cultures and influences from all over the world. Everything we create carries our signature touch, even when inspired by Dubai.
WHAT’S ONE THING YOU’RE SECRETLY EXCITED TO CHALLENGE HERE?
I wouldn’t say we’re here to challenge, per se. But if there’s a shift happening in fashion or culture, we want to be part of it. People here value accessories and, of course, shoes, which is our core. There’s already a natural alignment. If people want to explore a different style in ready-to-wear, we’re here to guide them, help them try new things, but not to force a challenge. We just want to be part of the movement.
HOT TAKE TIME, WHAT’S THE CURRENT FASHION TREND YOU ABSOLUTELY LOVE AND HOPE STAYS FOREVER? AND WHAT’S ONE TREND YOU WISH WE COULD ARCHIVE IMMEDIATELY?
Comfort is huge right now, especially in footwear, and I love that. Everyone’s feet are different, and it’s important to feel good. But I think it’s gone too far. Jogging shoes everywhere? Not a fan — what you wear to run shouldn’t be what you wear to a restaurant, date, or work. So I’d love to see that trend evolve.
YOUR BRAND IS ROOTED IN YOUTH CULTURE AND COMMUNITY. HOW DO YOU SEE AXEL ARIGATO RESONATING WITH GEN Z IN THE MIDDLE EAST, THROUGH MUSIC, ART, COLLABORATIONS, OR SOMETHING UNEXPECTED?
Gen Z adapts to local cultures while staying globally connected. For us, it’s about community, building it and being part of it. We want to give people here familiar things but also surprise them with elements unique to Dubai, in a youthful, approachable, and curious way. It’s all about connecting, no matter the generation.
GETTING INTO YOUR CREATIVE BRAIN, WHAT’S CURRENTLY ON YOUR ROTATION? WHAT ARE YOU WATCHING, LISTENING TO, OR READING THAT’S SHAPING YOUR MOOD, MINDSET, OR NEXT IDEAS?
I’m very hands-on. I want to experience things physically, speak to people, see how they live, what they wear, what they eat, where they shop. Trends in comfort, health, and sports are influencing how people live today. The world’s quite polarized and uncertain right now. To understand it, I need to be out there, not just consuming through Netflix, Spotify, or social media. Traveling, observing, and experiencing with my own eyes is essential.
CAN YOU SHARE WHAT’S HAPPENING FOR AXEL ARIGATO IN 2026, ANY NEW OPENINGS OR SPECIAL PROJECTS?
We’re excited to continue our rollout in the region. Abu Dhabi is next in Q1, and we’ll also open in Jeddah, Saudi Arabia. We’ll host more events, launch exclusive products, and adapt collections for the region. Globally, we’re focusing on defining the “Axel Arigato way” through more events, stronger presence in key markets like London, New York, and Paris, and introducing new products and branded experiences.
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