This is the first article in a series of three spotlighting Swedish brands by Sinta Jimenez.
Swedish fashion is incredibly popular these days with hot brands being sold on nearly every fashion forward online boutique from ShopBop to Nasty Gal bringing Nordic cool to the masses. We all know H&M but there’s a world of must-know Swedish brands you need to have gotten into since yesterday!
Acne (Ambition to Create Novel Expressions)
The IT chapeau 2010, the Acne leather hat
Acne Pre-Fall 2011
Famous Swedish blogger, editor, model and Acne fan Elin Kling in Acne denim
Acne was founded in 1996 by head designer Jonny Johansson and has both a menswear and womenswear line as well as designs for children. Acne Studios publishes it’s own biannual magazine, the Acne Paper, opting to showcases their collection and designs through this medium rather than through conventional marketing campaigns. Acne’s uniqueness isn’t confined to their marketing but certainly extends through to the clothes. The womenswear line has evolved through over the years according to Johansson’s inspiration (for S/S 2012 it is Moroccan!) but has maintained a signature androgyny which makes Acne’s cult classic status, truly classic.
I’ve been particularly infatuated with the clean and thoughtful design of Acne. Their denim was most often spotlighted but recently they are pushing up the ranks from trendy street wear brand to a visionary runway line. Incredibly popular with the chic-est of the chic Acne is certainly worthy of it’s success given the innovative cuts and designs made of undeniably luxurious fabrics.
