Acne

Ambition to Create Novel Expressions

Acne began in 1996 by the companies now creative director Jonny Johannson and three of his closest friends who all shared the same vision of creating and developing a 'lifestyle brand' rather then a fashion label. Johannson explains, "We wanted to be on the outside. But, of course, you end up in the heat of it eventually."

The clothing line launched with the companies decision to unleash 100 pairs of unisex jeans amongst friends, family and clients. Within a year the jeans had featured in Swedish Elle magazine and the foundations for Acne jeans had been set.