Acne Studios is the Swedish brand par excellence, recognized for its contemporary design and that pale pink tone that distinguishes the brand's identity. Founded in 1996 initially as a collective covering a range of the creative realm from graphic design, film, production to advertising, the turning point for the brand came in 1997, when the founding partner Jonny Johansson decided to focus on fashion, creating 100 pairs of jeans with red stitching to hand out to friends and family. It certainly didn’t go unnoticed in the eyes of the press, and Acne expanded rapidly, gaining worldwide popularity. With its ready-to-wear lines for women and men, the Bla Konst and Face collections, shoes, accessories, bags and its shows during Paris Fashion Week, Acne has become a globally recognised brand. The meaning behind the acronym Acne? Ambition to Create Novel Expressions.