Founded in Stockholm in 1996 by four creatives, Acne's ambition was to create and develop a lifestyle brand through desirable products, as well as helping other people to build their brands. This ambition led to diverse assignments in advertising, graphic design, Internet games and TV production.
Acne was one of the first brands to see the space in the market for denim and used this forward thinking to create 100 pairs of unisex jeans. They were featured in Swedish Elle magazine and soon, Sweden’s leading boutiques wanted to carry the characteristic jeans with bright-red stitching. These are the foundations of Acne.
With confidence from the success of the jeans, Jonny Johansson ACNE’s creative director, branched out into other design genres. The first full collection was launched in 1998, and it set the tone for the brand – the subtle luxury and understated items originates from the ethos that the clothes should feel like someone’s wardrobe. Cool and personal. The result is that nothing dominates anything else, yet every piece is effortlessly stylish.
“Fashion is the best form of self-expression. We like to design pieces that together form the coolest wardrobe, but is ultimately wearable. It becomes one way of thinking as individual pieces, but together creates a strong, modern and considered statement.” explains Jonny Johansson, Acne’s Creative Director.
ACNE Paper was developed as a visual form of communicating the ACNE collective and what inspires it. The Independent Newspaper describes it as “pointing to the future of fashion publishing.”