Company File
I
n less than ten years, Acne Studios has gone from being a small fashion label known for its curious name and cult skinny jeans, to a distinctly Swedish, but increasingly global, creative megabrand with over 650 outlets in 66 countries. The mother brand Acne – the name is actually an acronym for Ambition to Create Novel Expression – was founded as a creative collective in Stockholm in 1996 and the clothing label began a year later when founder Jonny Johansson made 100 pairs of jeans and gave them away to family and friends. The jeans, with signature red stitching, launched Acne as the denim brand for hipsters and fashion insiders, and they quickly branched out to mens and womens-
Acne Studios founder Jonny Johansson. Photo: Acne Studios
wear collections marked by a strong streetwear aesthetic and cool deconstructed design. Recent must-have pieces such as their Pistol Boot and Aviator Jacket are perfect examples of Acne’s work – expertly designed, with an urban edge, yet eminently wearable. ‘If I could design something that people
[ACNE] can have a long-term relationship with, I would be very happy,” said founder Jonny Johansson, in an interview with The Independent. “I want to design a garment that makes you feel stronger and more self-confident’. Acne doesn’t take fashion too seriously, and they remain true to their roots as a creative collective by collaborating in multidisciplinary, eclectic projects with companies and individuals including Bianchi Bicycles, the couture house Lanvin, and transexual magazine Candy. Acne also sets itself apart from other large fashion brands by refusing to market themselves through conventional advertising, using instead their biannual magazine, Acne Paper, as their communication channel. Similarly, their 21 mono-
brand stores, from New York to London, are called Studios, rather than stores, and are designed to evoke a creative, rather than consumer, space. In contrast to many successful fashion brands, the company has principled and transparent corporate social responsiblity and environmental codes, and price points that are relatively high but not totally exclusive. Daring to be different seems to be working for the business, which turned over $112 million dollars in revenue last year and continues to open flagship stores in new markets, including Japan and France. Acne embodies Swedishness, not only in their sleek yet edgy aesthetic, but as living proof that if you do something well enough, no one minds if you break the rules.
Acne Studios Spring 2014 Collection. Photo: Acne Studios
[]
November 2013 9
