Normally we’re pretty sick of clothing companies that spend more money on developing their heritage branding than on actual clothes making. And for many big brands the story is really fairly disgusting. (We’re looking at you Chanel, and your founder and Nazi collaborator Coco). But in some cases the marketing is just so good that its good, free fun. Take the label Axel Arigato. Some pretty cool shoes, sure, but a really fun video about their background.