Axel Arigato has officially opened its previously-flagged store in Covent Garden’s Seven Dials district. The flagship is at 21-23 Earlham Street in an anchor unit opposite the famous sundial pillar from which the neighbourhood takes its name.

The opening further underlines Covent Garden’s importance as a fashion and lifestyle hub.

The new store covers 2,500 sq ft and carries an extensive range of womenswear, menswear, and accessories, including the sneakers for which the label is best known. 

There’s also a “10-year capsule collection” to celebrate the brand’s 10th anniversary featuring bespoke Axel A monogramming across a T-shirt, denim, and Area & Dice sneakers for both men and women. The capsule has a limited run and will be available online as well as in-store.

Back with the store itself, its interior reflects the brand’s “longstanding commitment to creating ‘gallery-like spaces,’ that highlight the products and collaborations”. 

Axel Arigato has worked again with collaborator Hallerod to fit out the space in its signature style, where natural marbles sit alongside metals, and there’s an in-wall speaker system that “underscores the brand’s ongoing connection to music subculture”. 

We’re told the store “is designed to be easily transformed into an event space, acting as a second community hub in the heart of the capital”.

It’s the second store for the brand to be located within Shaftesbury Capital’s estate with its first flagship space having been open for some time on Broadwick Street in Soho. 

Michelle McGrath, executive director at Shaftesbury Capital, said: “The innovative, dynamic brand bolsters not only the destination’s unrivalled line-up of performance-wear brands but marks the launch of yet another flagship space from a best-in-class international brand. Axel Arigato’s commitment to the Shaftesbury Capital portfolio through the launch of its second anchor location emphasises the strong collaborative relationship that we strive to curate with our partners.”

And Axel Arigato CEO Albin Johansson said that “London has been a spiritual home” for the label since the original store launch in 2016.