Intro

Founder: Jonny Johansson

Founded in 1996 in Stockholm, Sweden

Originally a multi-faceted creative laboratory: Art is not a fashion accessory, but a core driving force.

“Acne” is an abbreviation for “Ambition to Create Novel Expressions”.

Brand official website: https://www.acnestudios.com

Brand Story – The Denim with the Red Stitch

Acne Studios was originally founded as a small advertising and design studio. Jonny Johansson and his friends had wide-ranging interests in music, photography, architecture, and contemporary culture, resulting in a highly diverse output that included music, films, furniture, and curatorial projects. It was an avant-garde studio where multiple media intersected and inspired one another.

After 1997, the studio gradually shifted its focus to fashion production. Jonny Johansson decided to launch fashion with a practical and versatile denim trouser as the first signature piece. He designed a simple straight-cut denim pant, accentuated by a striking red stitching. At a time when boot-cut pants dominated the market, this straight-leg denim with red stitching nevertheless caught the attention of major fashion media, heralding the arrival of the Acne Studios era.

Brand Logo – Expressionless Logo

The brand’s Face Collection, launched in 2017, became a bestseller, sparking a buying frenzy. Johansson once explained that the logo, like the Swedish word “Lagom,” conveys the feeling of “not too happy, not too sad, just right.”

A doodle sketched by Creative Director Jonny Johansson during a fashion show fitting has become one of the most recognizable logos in fashion history. With its simple design of two dots and a straight line, this expressionless logo not only aligns with Acne Studios’ minimalist, contemporary image, but also possesses a captivating quality that draws viewers back again and again.

Brand color – ACNE PINK

The brand utilizes pink extensively in its product designs, even on its packaging and bags. This low-saturation pink creates a comfortable yet lively vibe, like a less-sexual version of pink. Due to its extensive use, it has become known among fashionistas as “Ance Pink,” a color synonymous with the brand.

Brand Style Code – A Strange Heartbeat Under the Cold Nordic Style

Brand aesthetics is a precisely calculated contradiction:

Nordic minimalist skeleton: loose-fitting suits and streamlined coats, with rounded shoulders to eliminate the oppressive feeling of formal wear;

Rebellious details: heart-shaped belts, open-toe high heels, and trompe l’oeil printed denim inject humor into calmness;

“Dirty and Clean Philosophy”: Distressed washed denim coexists with pure white sculptural shirts, such as the 2023m 3D spray-painted jeans, which interpret the “unfinished beauty” with digital rust marks.

Product ​ Features

Acne Studios’ current product line includes men’s and women’s ready-to-wear, footwear, and accessories. This niche Nordic brand has gradually gained public recognition and is a favorite among celebrities and fashionistas.

The brand continues to release trend-setting items, including the popular angora mohair scarf and the instantly recognizable Musubi Bag, inspired by the Japanese kimono.

Acne Studios Must-Buy Recommendation

1: Fabric Label Wool Scarves

Acne Studios’ best item is a scarf! Made from 100% cashmere or wool, these practical, large-size scarves are reasonably priced. Each scarf features the iconic Acne Studios logo, making it instantly recognizable without being overly contrived. Available in both basic solid colors and more eye-catching contrasting plaids, these scarves are sure to add a touch of class to any outfit!

2: Denim Jeans

When it comes to Acne Studios, how can you miss out on the denim jeans that launched the brand’s fashion career? Acne Studios offers a wide variety of denim styles , from straight-leg and wide-leg to flared and even distressed and faded. Choosing a pair of jeans that fits perfectly will last you for years, making them a truly worthwhile investment.

3: Knitted Hats

Besides scarves, the most recognizable brand item is definitely the knitted hat! Acne Studios knitted hats are made of soft yet stiff material, perfectly flattering your head shape. The classic “expressionless” logo is highly recognizable, and the wide range of colors makes them versatile and practical. Besides knitted hats, there are also various hat styles like baseball caps and bucket hats.

4: Musubi Twist Bags

The bag I highly recommend is Acne Studios’ classic Musubi Knot Bag! Inspired by the Japanese kimono, the Musubi Knot Bag incorporates the knotted design of the obi (sash) into the bag. It’s compact and adorable, and comes in a variety of colors and sizes, making it a truly classic piece.

Other Products

In addition, ACNE STUDIO’s classic hoodies, dirty shoes, butterfly bags, leather label smiley face denim jackets, flight jackets, etc. are also very good items.

The brand has launched a joint series in collaboration with Arctic Fox, Kappa, Takuro Kuwata and others, breaking the fashion dimension through cross-border cooperation and turning single products into wearable art carriers.

Some other outfit pictures:

Price Range

Price Positioning: Acne Studios positions itself as the “democratized luxury” of high-end streetwear.

Classic Item Range:

Jeans (such as the 2021 mud-dyed denim): $560 – $812

Camouflage sweatpants: $280 – $350

Printed shirts: $490 – $560

Limited Edition Premium:
The price of artist collaboration series is about 30% higher. For example, the paint-splashed “dirty pants” by Takuro Kuwata is priced significantly higher than the regular edition, around $1,056.

Accessory Threshold:

The best-selling Bowlina handbag is priced at around $1,400 for the basic model.

Co-branded versions (such as the Kappa flame print) can exceed $2,100.

By leveraging strong design concepts, Acne Studios reduces price sensitivity and establishes a consumer consensus around “paying for creativity.”