max new raw denim

Acne (Ambition to Create Novel Expression) is a creative collective founded in Stockholm, Sweden in 1996. The collective became established as a clothing line in 1997, when co-founder Jonny Johansson created 100 pairs of jeans in raw denim with red stitching and distributed them to friends throughout Stockholm. These novel jeans became the foundation of the brand and lead to the launch of Acne's first full collection in 1998. The concept behind the line is a tone of subtle luxury in understated styles feeling as though they were borrowed from another person's wardrobe. Each piece in the collection is simplistic yet stands out on its own while pairing easily with others.