“Ambition to Create Novel Expressions”, or as they are more commonly known Acne, started life as a creative design agency specialising in branding for the fashion, entertainment and technology sectors, their denim career began in 1997 when they created 100 pair of jeans to give away as a promotion. They were so popular that the following year they started receiving commercial orders for them… and the Acne clothing range was born.
Since then the Swedish brand has gone on to become one of the most successful European casual wear labels. From simple denim shapes to their high-end line with Lanvin they consistently produce ranges of minimal classic basics, which always tap in to current fashion trends without being tied to them. Their jeans are a particular favourite of mine, they may not offer the highest spec denim on the market but the cut and finish of their Max and Mic styles in particular more than makes up for this – not too skinny and not too baggy – the perfect shape for dressing up, wearing to work or for even slobbing around in your favourite old sneakers.
They have just announced their Spring/Summer 2010 Pre-Collection which offers a small range of items that should be in every man’s wardrobe striped t-shirts, a suit, checked shirts, blazer, chinos and of course this season’s de rigueur leather biker jacket. Simple, timeless and a great universal look for the transitional Spring/Summer months.
Available now from Acne.