How Axel Arigato managed to create a new community

In Paris, the sense of community has continuously evolved and shaped itself, ultimately radiating across various domains such as art, fashion, and music. However, three years ago, the concept of gathering suddenly dimmed, giving way to repeated lockdowns and restrictions due to the global pandemic. This period of pause allowed collectives, brands, and other entities to reflect on the real significance of this notion. Today and more than ever, the community has taken center stage through various types of gatherings, serving as a platform for expression, representation and discoveries. Just a few steps away from the Axel Arigato store in the Marais district in Paris, we met Tony Goodguy, a true community builder and versatile talent at the Swedish brand, to explore the lasting impact he has had on the capital over the past several years.

Music as a common thread

While the events industry has gradually regained momentum since the end of the pandemic, music has served as a catalyst for the fashion sphere when it comes to uniting communities. «Today, all the events related to fashion and all the talents we collaborate with to execute shows, campaigns, and product placements have a strong connection to music,» notes Goodguy. He has used this unbreakable link between fashion and music to transform Axel Arigato's ultra-minimalist store, which has been in the capital for two years, into a true cultural hub where emerging artists and the new generation come together. «Paris, in terms of music and culture, is such a rich city. I would say that over the past 10-15 years, the city has become somewhat of a pioneer in terms of culture. So, it was super strategic and important for Axel Arigato to come here, and it has contributed a lot to the brand,» adds Goodguy. Indeed, in recent years, the capital has become a hub for culture driven by the younger generation, whose consumption patterns are constantly influenced by social media

Goodguy has showcased this younger generation at various Axel Arigato events. Nearly a year ago, the DJ organized a series of workshops with Rinse France radio, which was already deeply involved in promoting culture in Paris. This collaboration included a series of DJing workshops that brought together both beginners and experts, concluding with a competition to select the best among them. «When we did this workshop with Rinse, I don't think any ready-to-wear brand had previously organized such events. The idea was to give young DJ enthusiasts, who might not necessarily be interested in fashion or products, access to these workshops through Axel Arigato, free of charge and with no prerequisites.» This approach also aimed to establish the brand's store as a platform that provides young enthusiasts the opportunity to express themselves freely, beyond just being a retail point.A few months later, the rapper hailing from the 18th arrondissement of Paris, Guy2Bezbar, took to the stage of the branded Music Truck parked in the heart of Paris during the Fête de la Musique. At his microphone, the latest tracks streamed the most by the new generation. The concept of this pop-up experience came to life in Stockholm in August 2020 just after many weeks of lockdown. An idea which was expanded over the years on a European scale, from Berlin to Copenhagen, London, and the French capital. «Last year, we decided to introduce the concept in Paris for the first time, during the Fête de la Musique, and it was one of the brand's biggest moments to date. It made sense to bring this unique experience to France. Between 8,000 and 10,000 people gathered in front of a lineup featuring local talents like Guy2Bezbar and international ones like Tiffany Calver and Jimmy Vivendii,» Goodguy recounts.

A direct focus on the underground scene 

In this series of events orchestrated by Goodguy, one scene stands out in particular: the underground one. A scene that he consistently put at the forefront in Paris and especially at Axel Arigato, where the challenge was to bring together this new generation, oriented toward emerging talents, through various brand-sponsored events. «The challenge was to create something cool through Axel Arigato with people like me, who may not have initially been interested in the brand» he says. To achieve this, Goodguy decided to spotlight niche figures, each with highly engaged communities but few opportunities to come together. «I'm passionate about highlighting the underdogs, those who have talent but lack the chance to have a big stage to express themselves, those who have a loyal audience and fully deserve a platform». Along these lines, he invited young artists like Cashmire, Di-Meh, Ashkidd, and Jäde to perform at the heart of the Axel Arigato store in March 2022. «I think I can relate a lot to these artists; I've always felt this underrated aspect in everything I've wanted to undertake. So, if I have the opportunity to change things through Axel Arigato, it's a no-brainer,» says Goodguy, emphasizing the importance of aligning with today's and tomorrow's culture to remain relevant as a brand.

Todat community goes hand in hand with necessity, and bringing people together has become a significant strategy for brands over the years. The challenge is to leave a lasting impression by opening up possibilities for artists and cultures that may not necessarily receive the recognition they deserve, as well as for young enthusiasts who may not have access to platforms for creative expression. «For me, building a community means continuing to engage different cultures and showing how important it is to create memorable experiences, not only in Paris but wherever I have the opportunity, expertise, and legitimacy to make things happen,» Goodguy explains. When asked who he would like to collaborate with in the future, the DJ first mentions Kiroubel, the founder of 99Ginger collective. «He would represent Paris well, and the association could be super cool.» He also mentions photographer Bleu Mode and French rapper Tiakola. Beyond borders, Goodguy cites British singer Cleo Sol. «She is very discreet and pays great attention to her image without being too present on social media. She works on her music at her own pace. I would love to do an outdoor open mic with her.» In the meantime, the young man is keeping busy, considering the upcoming events scheduled. «With my amazing event team, we’re actually working on something that will keep you all on your toes,» he says, leaving us in suspense about upcoming collaborations with Axel Arigato. For now, Goodguy announces two consecutive music events in Paris as part of the NIGHTS concept, scheduled for November.