Medium: Stretch denim

Date: 2007

Country: Sweden

Credit: Gift of ACNE Jeans

​Acne Studios (originally ACNE) began as a creative collective and consulting firm, but founder Jonny Johansson quickly pushed the company into fashion with a line of premium denim. Johansson says he used jeans as a launch pad because “five-pocket jeans are the Coca-Cola of fashion . . . It’s never in, it’s never out, that’s the beauty of it.” The company takes a “no frills” approach, forgoing traditional branding details found on denim.

Object Number: 2007.19.2