Axel Arigato and Reggieknow Unveil Akaia: The New Emblem Shaping the Brand

a new

A new bird takes flight. With the unveiling of Akaia, Swedish fashion label Axel Arigato introduces a fresh brand emblem created in collaboration with cultural pioneer Reggieknow. Rooted in the brand’s original Bee-Bird logo, the new symbol reimagines the house icon for a new era, blending heritage with a sharper, street-leaning edge.

Rather than simply redesigning the existing mark, Akaia expands on the Bee-Bird’s original concept of fusion. Drawing from both Japanese and Swedish bird references, the emblem layers together multiple visual cues to create something that feels simultaneously familiar and forward-looking. The result is less of a logo refresh and more of a character introduction — a symbol designed to live across product, storytelling and the broader Axel Arigato universe.

This launch signals a deeper shift within the brand. Over the last decade Axel Arigato has evolved from a niche sneaker label into a cultural platform bridging fashion, music, art and youth culture. Akaia becomes the next chapter in that evolution, embodying the brand’s creative ambition while maintaining its core identity.

incept

To understand Akaia, it is necessary to revisit the Bee-Bird icon that preceded it. The Bee-Bird was originally conceived as a hybrid symbol — part bee, part bird — representing duality and collaboration. In many ways it mirrored Axel Arigato itself: a Swedish brand drawing inspiration from Japanese culture and global streetwear.

The Bee-Bird quickly became one of the label’s most recognizable motifs, appearing on sneakers, apparel and accessories. Yet as the brand matured and expanded internationally, the icon required a new interpretation — one capable of communicating Axel Arigato’s contemporary creative language.

Akaia answers that need.

Rather than replacing the Bee-Bird outright, the new emblem builds upon its DNA. The bird imagery remains central, but the aesthetic language becomes more expressive, more character-driven, and unmistakably rooted in Reggieknow’s visual universe.

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The project emerged from a year-long creative exchange between Reggieknow and Axel Arigato Creative Director Jens Werner. Together they revisited the foundations of the brand’s iconography, examining how the Bee-Bird concept could evolve without losing its symbolic resonance.

Reggieknow approached the challenge through his instinctive and character-led visual language. Known for illustrations that feel playful yet culturally layered, he introduced a sense of narrative into the emblem’s design.

Rather than treating Akaia as a static graphic, the collaborators envisioned it as a living character capable of inhabiting multiple contexts: apparel graphics, animation, storytelling and product design.

The result is an emblem that feels alive. Akaia is not merely something printed on garments; it is something that can appear across campaigns, illustrations and creative worlds.

 

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To mark the emblem’s debut, Axel Arigato is also releasing an accompanying animation that visualises the birth of Akaia. The short film transforms the emblem into a narrative object, illustrating the moment the bird takes flight.

In an era where branding increasingly merges with storytelling, the animation adds depth to the introduction. Rather than presenting Akaia as a corporate rebrand, the brand frames it as the emergence of a new character within its creative ecosystem.

This narrative approach mirrors how contemporary streetwear brands build identity. Symbols today must exist not only on products but also across digital culture, social media and visual storytelling.

Akaia is designed with exactly that versatility in mind.

reggieknow

Reggieknow’s involvement in the project brings significant cultural weight. Though often described as a “secret weapon” working behind the scenes, his influence across creative industries is extensive.

His career stretches across music, fashion and art. In the 1990s he played a role in shaping Chicago’s hip-hop scene, contributing visual ideas and creative direction to artists and cultural movements emerging at the time.

Over the years his work has intersected with numerous influential figures, including Virgil Abloh, Lady Gaga and Chris Gibbs. From campaign visuals to luxury fashion illustration, Reggieknow’s creative output moves fluidly between disciplines.

That versatility makes him an ideal collaborator for Axel Arigato, a brand similarly interested in crossing cultural boundaries.

Akaia reflects this shared philosophy — a symbol born from collaboration rather than corporate branding.

akaia

Alongside the emblem’s debut, Axel Arigato is releasing a capsule collection spanning two drops. The collection serves as Akaia’s physical introduction, translating the new symbol into wearable form.

The first drop introduces a mix of ready-to-wear, accessories and footwear.

Graphic T-shirts showcase Akaia artwork rendered through Reggieknow’s playful illustration style. Sweatpants feature bold bird motifs alongside handwritten graphic elements, echoing the artist’s signature tagging aesthetic.

Denim pieces incorporate subtle embroidered details referencing the emblem, while outerwear arrives in the form of a textured herringbone bomber jacket that blends classic tailoring with contemporary streetwear proportions.

Accessories adopt a deliberately playful approach. A knitted balaclava and scarf carry Akaia graphics, transforming the emblem into a character that interacts with the wearer.

The capsule feels less like a typical product launch and more like the opening chapter of a visual narrative.

idea

Footwear remains central to the project, reflecting Axel Arigato’s origins as a shoe brand. The capsule collection reimagines the label’s popular Dice Lo silhouette through the lens of Akaia.

Axel Arigato Dice Lo Shoe

The Dice Lo sneaker appears with Akaia detailing and custom graphics across the leather panels. Illustrated birds inspired by the emblem land on the sidewalls, while colorful laces and paneling add contrast.

These details transform the sneaker into a storytelling object rather than a purely functional product.

The play tone continues with an unexpected collectible: a miniature finger skateboard featuring Reggieknow tagging. The item nods to skate culture while reinforcing the capsule’s character-driven narrative.

denim

The second installment of the Akaia collection expands on the concept. Additional apparel pieces arrive, alongside new denim treatments and fresh Dice Lo colourways.

By releasing the collection across two stages, Axel Arigato extends Akaia’s presence across the season. Rather than a single moment of hype, the emblem gradually embeds itself into the brand’s visual ecosystem.

This staggered approach mirrors how contemporary streetwear releases operate — building anticipation through multiple drops rather than a single launch.

Each new piece adds another chapter to the Akaia story.

style

The introduction of Akaia reflects a broader shift within fashion branding. Increasingly, logos are evolving into characters or symbols capable of carrying narrative meaning.

Brands like Axel Arigato recognise that identity today exists across many platforms: garments, digital media, animation, retail spaces and cultural collabs.

Akaia is designed precisely for this environment.

The emblem is simple enough to function as a logo, yet expressive enough to appear in illustrations, animations and product graphics. Its bird-like form suggests movement, curiosity and exploration — themes that align closely with Axel Arigato’s creative direction.

In this sense Akaia represents a bridge between heritage and innovation.

culture

Streetwear has always thrived on iconography. Symbols become shorthand for communities, ideas and cultural movements.

From skate logos to hip-hop graphics, the most memorable icons rarely remain static. They evolve through reinterpretation, collaboration and storytelling.

Akaia follows that tradition.

By transforming the Bee-Bird into a new character, Axel Arigato ensures its emblem continues to resonate with contemporary audiences. The collaboration with Reggieknow adds authenticity, grounding the design in artistic expression rather than corporate branding.

It also reinforces Axel Arigato’s position within a global network of creative connectors.

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The Axel Arigato Akaia collection launches from March 11, marking the official introduction of the emblem across both product and narrative.

The capsule will be available through Axel Arigato stores in London, New York and Paris, as well as through the brand’s online platform.

The launch locations reflect the brand’s global presence while emphasizing its European roots.

By introducing Akaia simultaneously across multiple cities, Axel Arigato ensures the emblem becomes part of the brand’s international identity from day one.

fin

Akaia is more than a logo, It represents the continuation of Axel Arigato’s evolving creative story. By connecting with Reggieknow and revisiting the Bee-Bird’s original concept, the brand has crafted a symbol that honors its past while looking firmly toward the future.

The label carries the spirit of the Bee-Bird but adds a new personality — coltish, expressive and culturally connected.

Like the bird that inspired it, the emblem suggests motion and discovery.

And as Axel Arigato continues to expand its influence across fashion and culture, Akaia is poised to become a defining symbol of the brand’s next era.