Acne Studios was founded in 1996 by Jonny Johansson and a group of creatives in Stockholm. The collective, called ACNE (Ambition to Create Novel Expressions), originally focused on graphic design, advertising, and film. Fashion wasn’t the core business—until Johansson made a decision that would change everything.

In 1997, Johansson designed and distributed 100 pairs of raw denim jeans with red stitching to friends and family in Stockholm. These jeans, featuring a slim, unisex fit, quickly gained popularity. Demand skyrocketed, and by the late '90s, Acne Jeans had become the talk of the town, setting the stage for the brand’s evolution into a fashion house.

While Acne Jeans found quick success, Johansson and his team envisioned something more expansive. In the early 2000s, the brand split from the larger ACNE creative group and rebranded as Acne Studios, focusing exclusively on high-end fashion. The shift allowed Acne Studios to evolve beyond denim and embrace ready-to-wear collections that reflected its avant-garde sensibilities.

Acne Studios retained its roots in Scandinavian design—favoring minimalism, functionality, and subtle detailing—while also experimenting with color, proportion, and material. The brand's look was distinct: stylish but not trendy, quiet yet expressive.

Design Aesthetic and Philosophy

Acne Studios is renowned for blending minimalism with unexpected twists. Its collections often feature asymmetric cuts, oversized silhouettes, unconventional color palettes, and subtle nods to subcultures. The brand defies traditional fashion rules, mixing masculine and feminine elements, and often blurring the lines between casual and luxury.

Jonny Johansson, as Creative Director, draws inspiration from music, art, architecture, and youth culture. His multidisciplinary background allows Acne to exist at the intersection of fashion and art. Rather than following fashion seasons or trends, Acne Studios builds collections around mood, experimentation, and storytelling.

Acne Studios began expanding internationally in the 2000s, opening flagship stores in major fashion capitals like Paris, London, New York, Los Angeles, and Tokyo. Each Acne store is uniquely designed—more like an art gallery than a boutique—reflecting the brand’s emphasis on aesthetics and experience.

The label also launched accessories, footwear, and eyewear lines, all maintaining the same minimalist-meets-artistic vibe. Acne’s scarves, boots, and bags have become cult favorites, particularly the Canada scarf and the now-iconic Musubi bag, known for its knotted origami-like design.

Modern Acne Studios and Sustainability Efforts

Today, Acne Studios operates as an independent fashion label with global influence. The brand has built a loyal following that appreciates thoughtful design over fast fashion. It continues to release ready-to-wear collections, runway shows in Paris, and limited-edition capsule drops.

Acne Studios has also taken steps toward sustainability, introducing recycled materials and environmentally conscious practices in manufacturing and packaging—part of a broader industry shift towards responsible fashion.

Conclusion

Acne Studios has carved out a unique niche in the fashion world by staying true to its roots: artistic expression, creative freedom, and minimalist design. Under Jonny Johansson’s vision, the brand continues to evolve without losing sight of its identity. From its origins in Swedish denim to its current status as a global fashion leader, Acne Studios proves that innovation and authenticity can go hand in hand—and that great fashion doesn’t have to shout to make a statement.

Explore our full selection of Acne Studios here