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From a musical family, the founder of Acne Jonny Johansson was primarily part of several bands, before asserting his urge to become a fashion designer. Thus Acne was created in 1996 in Sweden with an illusion just like its founder: to be open and inventive – Acne was the composition of Ambition to Create New expressions. The Swedish brand therefore launched themselves into a wide range of projects. It was in 1998 that Acne was devoted to being individual by creating 5 pocketed unisex jeans: thus Acne jeans rose to stardom, shortly followed by the male and female lines. More than a simple brand of clothing, Acne claimed it’s interdisciplinary from a fashion publication (notably the magazine AcnePaper), through the communication, production and animation board.
A creative synonym of ambitious simplicity, Acne is no exception to the rule of Scandinavian design with clean cut clothes, while using only the finest materials to offer a collection of durable and timeless clothing. At the time of the autumn/ winter 2011 collection, the Swedish brand founded by Jonny Johansson drew its inspiration from the search of new energy, full of confidence and variation. The brand stated: ‘We thought that it was time to dress well, to be well-groomed, as if each day was an opportunity to look your best’ and that this collection ‘is still made-up of casual looks, but in a sense just a bit more slick and more refined. When was the last time that you saw young men in an impeccable coat, a well ironed shirt and immaculate trousers?’
- Acne, a diversity of expressions for fashion production
- Clothes with an immaculate design and ambitious simplicity, like that of the Scandinavian quality.
- Timeless collections with rich and varied influences.