Acne Studios HATS
"Ambition to Create Novel Expression"—this acronym forms the mission statement of Acne Studios, a creative collective and lifestyle brand that started off in Stockholm in 1996 with 100 pairs of minimalist raw denim jeans. Founder and creative director Jonny Johansson distributed the jeans to his friends in the Swedish creative community, and demand for the brand’s novel and pared-back vision grew from there. Now comprising arms focusing on design, production, and advertising, the collective’s fashion division split off independently in 2006. Its womenswear offerings present a range of subtly distinctive basics updated with unexpected, oversized proportions and nuanced colors, designed to seamlessly integrate into an artistic, urban wardrobe. Leather and shearling jackets, well-cut denim, cult favorite Pistol and Colt ankle boots, and modern knits all reflect Johansson’s intellectual brand of Scandinavian minimalism.
