In 1997, Jonny Johansson designs 100 pairs of denim jeans with red stitching that will be given among friends and relatives, as well as to a small number of local customers. This marks the beginning of Acne Studios in 1998, and the brand already offers a complete ready-to-wear collection. Acne is the acronym for "Ambition to Create Novel Expression” – it portrays the determination of its founder to create a new and daring brand that redefines and exceeds the limits of fashion. Even in his early beginnings, Jonny Johansson dares eclectic combinations. He mixes textures, colors, and volumes to consistently offer innovative and surprising collections. With a strong DIY spirit and attention to details, the Swedish label is characterized by its multidisciplinary approach. Indeed, photography, painting, as well as fashion history have greatly inspired Acne’s evolution over the years. Born in Stockholm’s old town, the brand is now sold in more than 500 outlets around the world. It has contributed to the enrichment and development of contemporary Swedish and international fashion. Awarded four times in the last ten years by the Swedish Elle Awards, the brand also had the honor of getting the Elle UK Style Award in 2012, officially giving the brand an international recognition.
If there’s only one thing to remember about Jonny Johansson, designer and founder of the Acne brand, it would surely be his taste for art in general. Whether it’s painting, photography, or even history, Jonny Johansson is determined to find inspiration where you least expect it. The goal is to design unexpected and amazing collections – it is a constant battle against routine and boredom. Born in a small village in Northern Sweden, the designer makes himself makes the clothes he wants to wear. With hard work and determination, he participates in making Acne in his own image: inventive, innovative and hands-on. Self-taught, he defends an androgynous figure and minimum cuts, in contrast with his own strong and very masculine stature. He has managed to turn a jeans brand into a fashion label, and has never hesitated to collaborate with various people like Katerina Jebb, photographer and filmmaker, and find inspiration from strong personalities like August Strindberg, a Swedish writer and painter...Everything is made to emphasize his desire to create something new, and to change fashion in general.