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Blå Konst by Acne Studios, Tokyo Blå Konst by Acne Studios, Tokyo
Blå Konst by Acne Studios, Tokyo Blå Konst by Acne Studios, Tokyo
Blå Konst by Acne Studios, Tokyo Blå Konst by Acne Studios, Tokyo
Blå Konst by Acne Studios, Tokyo Blå Konst by Acne Studios, Tokyo

Acne Studios rebrands with a new streamlined collection

02 : 05 : 2017 Sweden : Anti-choice Architecture : Denim

Tokyo – Acne Studios has relaunched its denim line as a minimalist 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.

The Big Picture

  • Luxury brands are differentiating themselves from high street brands with minimalist collections that focus on what they do best
  • In line with Anti-choice Architecture, consumers are increasingly overwhelmed by choice and looking to brands that offer limited collections