Jul 20, 2017 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
Hip Swedish label Acne Studios, built its success off the back of its eponymous denim line of sleek, raw Scandi jeans back in 1997. This season, the Stockholm-based label is radically refreshing and reimagining its denim offering, replacing its entire range of existing denim products with new permanent styles and launching a new seasonal denim collection, all under the newly unveiled title of Acne Studios Blå Konst, which means “blue art” in Swedish.
Blå Konst is set to launch online and in all Acne Studios stores on April 6th and will entirely replace all Acne Studios existing denim.
The permanent offering centres around six styles of jeans, 3 for each gender – baggy, straight and skinny. Each style has been designed from scratch, with the drastically reduced number of styles resulting in a more focused offering for consumers.
The denim itself has been completely reimagined with a greater focus on traditional washes and non-stretch fabric as well as details specific to Acne Studios Blå Konstin. There are also reimagined denim jackets, like the slender fit with chest pocket flaps removed for a leaner silhouette, as well as denim shorts and skirts. Pricing remains unchanged, with a pair of jeans ranging from €190 to €330.
Talking about the collection with Business of Fashion, Jonny Johansson, Acne’s Creative Director explained: “Denim had become our identity. I think all of us wanted to create this modern fashion brand that we felt didn’t exist and all of a sudden we were the most traditional brand of all: jeans and t-shirts. In one way it was the best thing that could’ve happened; it became our foundation. But it was difficult when we got stuck there.”
Johansson originally launched Acne Studios in 1997 with 100 pairs of raw denim jeans that were gifted to friends and family. With distinctive red stitching, they quickly caught the eyes of editors at the likes of Wallpaper magazine, and Vogue Paris, gradually spawning a full fashion line and global success story.
The new permanent range of Acne Studios Blå Konst is an investigation in denim, and will be joined by seasonal collections that explore what inspires Jonny Johansson personally right now. The new Acne Studios Blå Konst collection will entirely replace all Acne Studios existing denim from 6 April.
“We have taken this step because I wanted to create a free space for us, running parallel to our regular collections. This is what Acne Studios Blå Konst will be. Our denim will be like a study, always evolving and moving forward,” says Jonny Johansson, Creative Director.
— Acne Studios (@acnestudios) April 1, 2017
The standalone Blå Konst store will be located in Tokyo’s Shibuya district, while the revamped denim range is set to be more prominently displayed at stores across the label’s retail network.
“We started working on this project almost two years ago,” said Johansson in an interview with Business of Fashion . “We haven’t rushed anything, but we have felt we can make this change because we have credibility when it comes to denim.”
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.