Acne Studios Women

In 1996, Jonny Johansson, Tomas Skoging and two other partners found ACNE, a collective based around four domains: advertising, music, visual arts and fashion. It is fashion that would become the focus of the first project, entitled 'the blank canvas of fashion'. The result: 100 pairs of classic unisex five-pocket jeans, gifted to their friends and leading Stockholm art figures. They soon found their way to the press, appearing in Vogue Paris, Elle Sweden and the magazine Wallpaper. The original acronym, which stood for 'Associated Computer Nerds Enterprise' changed to 'Ambition to Create Novel Expression', later becoming Acne Studios. 

At the head of artistic direction, Jonny Johansson imagines clothing and accessories aimed at a new generation who do not seek approval from society or follow conventional norms. The son of an artist mother and a musician father, the designer was encouraged to explore his creativity from a young age. He draws his inspiration from his passion for art, photography, architecture and contemporary culture to create a fashion of contrasts. Acne Studios has mastered the art of combining Scandinavian simplicity and offbeat maximalism in a single collection, thus speaking to clients as different as each other. The one who combines practicality and chic is at the origin of several key models of the label: the bomber jacket, an object of desire year after year, the ankle boots Jensen, the sneakers Manhattan as well as the reason Face, illustration of an average Swedish citizen with a neutral expression. Without forgetting the pink paper shopping bag which has become cult and instigator of “millennial pink” as well as le denim which will get its own line: Bla Konst, blue art in Swedish. If the brand pursues an alternative path, elle does not ignore environmental issues. A member of the Fair Wear Foundation, Acne Studios is committed to working with responsible partners, reducing its ecological impact and providing fair working conditions. A great lesson in ethical style.