Acne Studios

Acne Studios – The birth of a lifestyle brand

Even if it seems different due to the brand's great success, the origins of Acne Studios are not that far in the past. It was only in 1996 that the company ACNE was founded in Stockholm by Jonny Johansson, Jesper Kouthoofd, Thomas Skoging and Mats Johansson. Her idea back then was to found a “cool lifestyle brand” in which each of the four founders could contribute their respective creative energy in the best possible way. The name ACNE stands for “Ambition to Create Novel Expressions” and translates as “the effort to create unusual forms of expression”. Acne Studios still pursues this goal today.

Fashion as a product of chance

Originally, fashion was not part of the Acne company at all. The company focused much more on things like advertising, its own magazine or games and toys. It wasn't until 1997 that Jonny Johansson, who had previously had nothing to do with fashion, designed dark unisex jeans with red stitching as a promotional gift. However, these trousers were so well received by the customers who received the gift that they became a real it-piece in Stockholm. The company jumped on the trend and soon the production of jeans became ACNE's most successful division.

“Keep it simple”

“Acne Studios” developed from this success. Since then, the Swedish brand has developed fashion according to the motto “Keep it simple”. Unconventional but very simple styles are constantly being created for men and women. In addition to various versions of skinny jeans, such as the “Skin Poppy Red” model in bright red, cotton shirts and jackets with various unusual cuts are among the bestsellers of the Acne Studios label.
When it comes to its designs, the label is known for not integrating too many elements or too many different colors into one fashion piece. Instead, attention is drawn to the fashion by the unusual cut of the clothing or by individual bright colors. This style has been well received by various celebrities such as Jessica Alba, Diane Kruger, Sofia Coppola and Chloë Sevigny in the past.

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