The Swedish label Acne’s beloved jeans are going back to basics – just better AND, by the looks of them, they’re practically unisex!
“Denim is very personal to me, and to everyone else at Acne Studios,” says the brand’s founder and creative director Jonny Johansson. “I will always love denim as it is a part of our roots, our DNA.”
When Acne launched a clothing brand 20 years ago, their primary focus was a denim-centric line consisting of a permanent collection featuring a skinny, straight, and and baggy fit for both men and women, and a seasonal collection with a full range of clothing and non-denim pieces.
As he says, Johansson feels a very personal connection to this project that builds on the brand’s denim tradition. “I always had a vision of Acne Studios being a design-driven brand, even since we launched the first 100 pairs of jeans. I am very inspired by art and music and everything that’s current right now. The ambition was never to be only a denim brand. But now it was time to make sure that our denim is on the same level as our seasonal collections.”
His first memory of fashion is, fittingly, about jeans: “I can remember that I was embarrassed by my mom’s jeans because the fit was so awful, I wanted to change the pockets placement,” he says. “Today I realize they were kind of cool. Or at least she was.”