Since launching in 2014 by Swedish natives Max Svärdh and Albin Johansson, the brand has been expanding its product offering which started with sneakers to include ready-to-wear for men, women and kids as well as lifestyle accessories. By forgoing seasonal collections and engaging with its customers directly, they aim to democratise the luxury fashion market delivering an exceptional price/value proposition. The goal is to create a brand that brings people together, through the power of positivity, community and memorable experiences. The brand believes in the Swedish/Japanese philosophy behind minimalism and this is the main source of inspiration for the brand. The word Arigato or Thank You in Japanese, originally and literally means "difficult to exist".