Acne Studios rebrands with a new streamlined collection

The company has rebranded from Acne Studios to Acne Studios Blå Konst, which is Swedish for ‘blue art’, and its permanent collection now comprises just three styles – baggy, straight and skinny.

The studio will present seasonal collections that will explore themes that inspire the brand’s creative director Jonny Johansson. The brand has redesigned its denim to have a higher-quality feel with less stretch, and smaller details such as buttons and rivets.

‘I wanted to create a free space for us, running parallel to our regular collections,’ says Johansson. ‘Our denim will be like a study, always evolving and moving forward.’ Acne Studios has chosen Tokyo's Shibuya district as the location for the first denim store under its new brand identity.