Ever wondered the history behind the brands of the apparels you love? Look no further because we would like to share it with you here at Essential Feed! Starting now on every Monday, our newest feature, Closet Archive aims to feed you with different fascinating stories of fashion brands. Arranged in alphabetical order; we shall begin with ACNE.
Founded in 1996 at Stockholm, Sweden, ACNE (Ambition to Create Novel Expressions) started unconventionally with its founder, Jonny Johansson and three of his colleagues. At that time, they created and distributed 100 pairs of raw denim jeans to friends and families. One year later, these denims became a hit and very soon, the brand emerged as the most celebrated swedish fashion brand. Within two decades, the brand has outgrown into a design collective house. A dream that Jonny Johansson had dreamt through the inspiration of Andy Warhol's factory, aiming to be liberated and be involved in every aspect of art and culture.
"Work should be fun, and fun should be work"
As the creative director, Jonny Johanson spends most of his time at ACNE Studios, doing four annual collections - Resort, Spring, Pre-fall & Fall for the women's line and two collections - Spring & Fall for menswear. Initially a musician, Johanson did not receive formal fashion education and often expressed the regret of lacking the formal skills. However, this self-assumed weakness has surprisingly transformed into the unique traits of the brand. This trial and error journey of his has earned ACNE a mass group of loyal supporters, who truly appreciate the unpretentious scandinavian charm.
During 2008, the collaboration with French fashion house, Lanvin marked a milestone in Acne's history. The idea originally evolved through a casual dinner, neither Alber Elbaz, creative director of Lanvin nor Johanson would expect that the partnership would lead to such a triumph. The Lanvin X ACNE jeans fever lasted for three years and further pushed ACNE to the international stage; as a symbolic icon of a high end fashion label from Sweden.
The rapid speed of growth eventually expanded the brand into ACNE group. It now consists of ACNE Studios (Fashion), ACNE Paper (Magazine), ACNE Advertising (Advertising), ACNE Production (Digital production & entertainment) and ACNE Junior (Toys). Today, you can find 30 conceptual Acne Studios within 20 over international cities such as London, Paris, Sydney, Shanghai and Tokyo. The effortless apparels also go virtual as it not only can be purchased at its official site, but also on major online retailers like Mr.Porter and Matches Fashion etc.
Here are some interesting advertisements by ACNE productions:
Andreas Öhman - Duracell - Santas Workshop from ACNE on Vimeo.
Anders Jedenfors - The Economist - Mandela's Walk from ACNE on Vimeo.
Images via Acne, Complex Style
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