Tuesday, June 8, 2010


Not all Swedes have skin problems (but for those who do, some Basiron AC “för behandling av akne” may help and is available from any local Apoteket in Sweden).

The ACNE I refer to stands for Ambition to Create Novel Expressions; a creative collective started in Stockholm in 1996 by four dreamers who wanted to create and develop a lifestyle brand that eventually branched out into ACNE Film, ACNE Advertising, ACNE Digital, ACNE Paper and now ACNE Jr.

The brand originated with a range of 100 pairs of unisex jeans, recognisable for their bright red stitching, and very soon Swedish Elle featured them and they were popping up in boutiques all over Sweden.

They are now world famous and an instantly recognisable brand to all cool kids and people in the know across the globe.

Their style (they make clothes, jeans, shoes and accessories for men and women) is fashion forward, sometimes zany and often full of minimalist simplicity: a staple for Scandinavian (and particularly Swedish) style.

In short: they’re a cool brand with a lot of ambition and a unique and powerful sense of style.

And the ACNE Universe dress is really, really nice.

A heads up, if you can afford it, it’s available here, but who knows for how long.

P.S, Kära tvåhundra ACNE anställda, lämna bara pengarna under dörrmattan - ett enkelt kuvert funkar. Tack!