m y s t o r y

I am Axel, born and raised in Sweden with 15 years experience in the fashion industry. I am a positive, driven and forward-thinking person with a huge interest in the history of menswear.
Always trying to work out of the value “design and developed for and with a reason” and trying to deliver a clear and cohesive collection.
have experience both from wholesales and retail brands. Which have given me a broad knowledge about processes and different work methods.

I have been described as a geek especially when it comes to qualities, sustainability, vintage and new discoveries with textile.
My career started as a design assistant back in my hometown, Gothenburg. During the two years at the position, I learned a lot about how the industry works.
Everything from product developing to sales figures, how to build a cohesive coordinated collection and how to style it to the target costumer both online and in-store.
After two years I decided to try my wings in the Capital City Stockholm and accepted an offer as a design assistant at GANT.
This was a new step into the world of wholesale.

New challenges and new learnings. During my four years at GANT, I went from being a design assistant for the GANT Mainline to being the Senior Designer for the full GANT RUGGER Men’s Collection.
I designed and developed the whole Menswear Collection together with one buyer.
During my years I evolved and fine tuned my skills in building concept and a collection that was going to be sold
both to several wholesale accounts and in the eight global GANT RUGGER stores. I traveled a lot to suppliers in Asia and Europe to develop our collections which was a great educated
in production, negotiation and relationships.

I learnt how to lead and present ideas both to team members and other internal departments but also to
global sales teams during our yearly sale conferences. After four years at GANT I left for new opportunities as Senior Designer at J.Lindeberg.
Again, this was a new challenge to work for a smaller company where you had to be more of a spider in the web and co-work more cross functionally.

As a Senior Designer at J.Lindeberg, I lead the design team on a daily basis. Helped solving problems, finding the right qualities and making sure that we followed and
met the expectations from our Creative Director. I also worked very closely to our buying and production teams and was involved in product development, negotiation and sourcing
at suppliers both in Europe and Asia. I was part of finding and setting up new suppliers. I worked closely to our Sustainability Manager to develop sustainability within J.Lindeberg.

After J.Lindeberg I started my journey as Concept Designer at ARKET. As Concept Designer I was responsible for designing and develop the Menʼs Casual Collection.
I made seasonal themes, colour cards and planning for the collection. I worked closely with the Head of Design to secure the right assortment.
I also guided and nurtured the junior designers to develop within their roles. After changes within the company
I started as a Senior Designer for Denim, Jersey, Shirts and Outerwear where Iʼm the responsible designer to develop and create the right assortment from given frames.
I work closely with our Concept Designer and have daily contact with our production team and internal teams. I am part of developing and researching new
fibres and qualities and work a lot with finding new sustainable methods. I have learnt a lot during my years in the industry.

I have a broad knowledge within fabrications, manufacturing, designing, developing and working towards sustainability.
I am a problem solver and never give up when challenges appear. I have been designing and developed all categories
and have a good knowledge in concept building and adapting to the brand I am working for. After 15 years employed within different companies

I am ready to take the step working as a Freelance Designer. Equipped with a broad knowledge in both design / concept and in production / developing.
I have a broad network of contacts both garment manufactures and fabric mills around the globe.

Hope this sounds interesting to you. All the best! Axel