Acne Studios

“Ambition to Create Novel Expression” – this acronym forms the mission statement of Acne Studios, a creative collective and lifestyle brand that started off in Stockholm in 1996 with 100 pairs of minimalist raw denim jeans. Founder and creative director Jonny Johansson distributed the jeans to his friends in the Swedish creative community, and demand for the brand’s novel and pared-back vision grew from there. Now comprising arms focusing on design, production, advertising, the collective’s fashion division split off independently in 2006

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