FOCUS ON: Acne Studios

Scandinavian Eclecticism

The essence of Acne Studios is perfectly encapsulated in its versatility, where the key word of each design is experimentation. Founded in Stockholm in 1997 by Jonny Johansson, Acne Studios is much more than just a fashion brand. It is an avant-garde magnet that attracts various disciplines, from design to art, architecture to music and photography. The young designer began his career by creating a collective named ACNE, an acronym for "Associated Computer Nerd Enterprises." Initially focused on film production, clothing, and video games, it was the success of the fashion department that allowed the brand to dominate both Scandinavian and international fashion scenes. Jonny took over the creative direction and transformed the acronym into "Ambition to Create Novel Expressions," adding Studios. The brand's style can be described as minimal and unconventional, edgy and punk. Countercultural and unusual, Acne Studios aims to surprise and entertain, capturing the consumer by making them feel unique in wearing its clothes. One characteristic that defines the brand is certainly its experimental approach to the use and transformation of materials, indeed confirming itself as one of the leaders in knitwear and denim. The SS24 star is precisely denim: whether it's dirty, damaged, coated, or painted, for Acne Studios, denim represents a key element of its style.