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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
Acne Studios rebrands with a new streamlined collection
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
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