Stockholm based label ACNE was founded in 1996 as a creative consultancy with the ‘Ambition to Create Novel Expressions’ through fashion, entertainment and technology. One year later, co-founder Jonny Johansson designed 100 pairs of raw denim jeans which were handed out to friends and family; seen in all the right places it wasn’t long before the fashion industry picked up on the effortlessly cool, understated design and a year later ACNE launched its first collection. With a clean, cool aesthetic typical of Scandinavian design, the emphasis is on wearable everyday basics – each piece a framework for individual expression as per the original design philosophy.
For SS10, the Acne man travels to sundrenched India to pick up pieces for his wardrobe. Baggy ‘Goa’ holiday trousers, ethnic inspired t-shirts and colourful, relaxed shirts and tops compliment his smart tailoring and military inspired attire.
The SS/10 Acne colection is available now at Coggles.com
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