Acne Studios HATS

Ambition to Create Novel Expression”—this acronym forms the mission statement of Acne Studios, a Stockholm-based creative collective and lifestyle brand. Starting off in 1996 with 100 pairs of minimalist raw denim jeans, founder and director Jonny Johansson distributed the jeans to his friends in the Swedish creative community. Demand for the brand’s novel and pared-back vision quickly grew from there. Acne Studios now comprises arms focusing on design, production, advertising, furniture, and fashion, integrating artistic urbanity across all divisions. Unexpected proportions, nuanced colors, and custom-developed fabrics permeate the Studio’s aesthetics. From wardrobe essentials to finessed lifestyle accessories, Acne Studios breathes new life into classic designs with Johansson’s intellectual take on Scandinavian minimalism.