Once an artistic collective, with Acne being the acronym for “ambition to create novel expressions“, the brand has become a multimillion business led by cofounder Johnny Johansson, who has successfully spread his native Scandinavian aesthetic into million of wardrobes all over the world.
In search of an artistic identity
However over the last seasons the nordic neutrals have turned increasingly pastel and bold, as the brand has been striving to insert artistic content into its values, ultimately revamping its stores and launching a new website. The earthy minimalism has been replaced with a bright and fabulously twisted post-industrial aesthetic, and collections oscillating towards garments of J.W. Anderson-esque proportions and color palettes.
Revised denim strategy
In an unforeseen move Johanssen recently announced that the brand’s denim strategy will be completely rebooted and merged in a separate line called Blå Konst starting with Spring/Summer 2017. Translated into “Blue Art“, the line’s core consists of three types of denim fits for men and women alike, a loose baggy fit (land), a straight tapered fit (river) and a skinny fit (north). The pants retail from 180 to 230 Euro on average and up to 300 Euro for more graphic versions.
Blå Konst also boasts a range of outerwear and accessories. Acne Studios also announced that any graphic elements on the denim will be renewed each season. To highlight its design-driven vision, the Spring/Summer 2017 campaign was directed and shoot by Collier Schoor, before being officially launched on April 6th in Stockholm.
Fits in pants and denim have always been a tricky topic among any customers, and with a more focussed offering the brand aims at simplifying customer choices and creating reliable staples for its fans. Whether this strategy will pay of is yet to prove, but it is definitely an interesting move for a company that was literally launched in 1996 with 100 pairs of raw denim and from there built an entire universe.
Acne Studios Blå Konst
Available in stores and at online retailers worldwide.