Acne Studios’ first store is officially launched! The globally popular Swedish brand officially entered the Shin Kong Mitsukoshi A9 in October this year, once again setting off the Nordic minimalist craze. However, Acne Studios was founded by the principal Jonny Johansson in 1996. What has captured the attention of the world’s fashionistas is not only the minimalist attributes in the Nordic DNA or the super iconic two dots and one line expressionless logo, but also the brand design that has repeatedly relied on The avant-garde spirit brought by innovative colors and bold tailoring.
Acne Studios brand introduction 1: What does ACNE stand for?
Since 1996, Jonny Johansson has co-founded Acne Studios with three friends, most of the time simply called Acne. As the founder and creative director, Johansson once said that he likes the challenge of “making difficult nouns cool.” Acne Studios has also successfully turned annoying skin symptoms into trendy nouns. The meaning behind the name “ACNE” was actually the English acronym of “Associated Computer Nerd Enterprises” at first. It can be seen from the mischievous humor of four young people in Northern Europe in their 20s, and it was later redefined. “Ambition to Create Novel Expressions” to convey the brand’s philosophy in fashion design
Acne Studios brand introduction 2: Not only designs clothing, but also publishes magazines
When it was first founded in Stockholm, Sweden, Acne Studios was actually a small advertising and design studio. Jonny Johansson and his friends had broad interests in music, photography, architecture and contemporary culture, so the studio’s output was quite diverse, including music. , film, furniture and curation, etc., it is an avant-garde studio where multiple media stimulate each other. Only in 1997 did it gradually focus on fashion production.
In 2005, Johansson planned and published the semi-annual magazine “Acne Paper”, which explored current themes such as “city”, “body” and “erotica” from historical and contemporary perspectives, presenting content such as fashion, photography, essays and even poetry. , which became a heavyweight trend publication during its publication period from 2005 to 2014, also presents the diverse aspects of brand cultivation and the various cultural nutrients behind its design. In 2021, Acne Studios announced the return of “Acne Paper”, which will be released in the form of an annual hybrid of up to 500 pages of books and magazines.
Acne Studios brand introduction 3: Enter fashion with a pair of jeans
From its diversified development at the beginning to today’s trendy hot brand, what makes Acne Studios stand out in the fashion industry is the brand’s signature must-buy item: denim pants. In 1997, Jonny Johansson decided to use practical and versatile denim trousers as his first fashion item. He designed a pair of straight-leg denim pants with a simple silhouette, highlighted by eye-catching red stitching, and asked the factory to produce 100 pairs. What’s special is that Johansson chose to distribute these 100 pairs of trousers to relatives, friends and local young people who love fashion. At a time when boot-cut trousers were still mainstream, this red stitched straight trousers made its way into the major fashion media. Vision, announcing the arrival of the Acne Studios era
Johansson once said: “Denim design is like research for us, always evolving and moving forward.” Of course, Acne Studios has since continued to launch many trend-setting designs, including a piece of Angora goat hair (mohair). Scarves, as well as items such as the highly recognizable Musubi Bag inspired by Japanese kimonos
Acne Studios Brand Introduction 4: The “Lagom” spirit behind the expressionless logo
The graffiti that creative director Jonny Johansson casually drew on paper during a fashion show fitting became one of the most recognizable logos in fashion history. With two simple dots and a straight line, this “expressionless” logo not only matches the minimalist, contemporary impression given by Acne Studios, but also has a magical quality that attracts people to look at it again and again. The Face Collection launched by the brand in 2017 has also become a best-selling series that triggered a rush to buy. Johansson once explained that this logo is like the Swedish word “Lagom”, which is an impression of “not too happy, not too sad, everything is just right”
Acne Studios brand introduction 5: “Acne Pink” pink charm
Long before PP Pink and Barbie Pink, Acne Studios was the first to embrace pink at the beginning of the millennium, using the low-saturation light pink “Millennial Pink” extensively in design and even on product packaging bags. “Millennial Pink” does not have the high saturation and tension of today’s Barbie pink, but it is comfortable and lively, like a frigid version of pink. Due to its extensive use by the brand, it has also become the representative brand of “Ance Pink” in the eyes of fashion people. .
In the newly released 2023 autumn and winter series, Acne Studios invited the well-known model Anok Yai to wear one of the pink gauze dresses to interpret the charming fantasy charm of the new series.
Kylie Jenner becomes the face of Acne Studios classic jeans
