Acne Studios

Acne Studios is a Swedish fashion house based in Stockholm, known for its avant-garde approach to design, minimalist Scandinavian aesthetic and distinct visual identity. The brand was founded in 1996 by Jonny Johannson as part of the creative collective ACNE (Ambition to Create Novel Expressions) and initially operated in the multimedia industry. Today, Acne Studios is a globally recognized luxury brand that combines artistic rawness with fashion progression .

Key features of the Acne Studios brand:

Aesthetics:
Acne Studios is a brand that avoids the banal – instead of following trends, it creates its own. Its aesthetic is:

• Deconstruction of classical forms,

• Asymmetry and irregularity,

• A cool colour palette broken by intense accents,

• Raw cuts, oversize, contrasting materials,

• A combination of artistry and everyday life – clothes often look like concepts from an art gallery, but remain functional.

Distinguishing marks:

• The famous Acne jeans – that's where it all started. The brand still treats denim as the foundation of its collection.

• A simple, square smiley face logo with a neutral facial expression – known from accessories, hats, T-shirts and socks.

• Unusual advertising campaigns – often abstract, artistic, co-created with photographers, artists and architects.

Collections:
Acne Studios produces both men's, women's and unisex collections , including clothing, footwear, accessories and eyewear. The models are often non-standardly constructed – with exaggerated shoulders, extended sleeves or unusual seams.

High quality and luxury:
Although the brand's style is often experimental, the clothes are made of the highest quality materials – wool from Italy, Japanese technical fabrics or natural leathers. Acne is a luxury brand, but instead of logomania, it offers quiet richness and conscious aesthetics .

Culture and Influence:
Acne Studios is considered a cult brand among artists, architects and aesthetes. Often worn by people from creative industries, it is an alternative to more commercial fashion houses. Its style is described as "intelligent luxury" , balancing between utilitarian and conceptual fashion.