Jonny Johansson, here near Slüssen in Stockholm with his Acne bike, is the creative director of the Acne Studios based at Lilla Nygatan 23. Started in 1997, Acne which acronym means "Ambition to Create Novel Expression", is now a major actor in the fashion field. From a small and classic denim brand, this company with a very efficient branding strategy has reached the highest standards in the business. Helped by the undenyng creativity of the studio but also by a very innovative and respectful managment, Acne has been able to grow rather quickly opening arty and elegant shops in Paris, Oslo, Berlin, New York or Tokyo. After ABBA, it seems that Acne will be the next standard bearer of the swedish style and coolness around the World particulary through is beautiful magazine simply titled Acne Paper. Here is a small visit in Stockohlm at the Acne studio. Text by Thomas Humery/ photo credit : your devoted writter. dec 2012.
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