Acne spotlights global issues in revived magazine

Sweden – In a bid to stand out from oversaturated online spaces, the apparel brand is relaunching its print magazine, Acne Paper, after a seven-year hiatus. To continue its existing credibility as a stand-alone magazine rather than a brand catalogue, it will focus on global affairs and political content. Priced at £33.50 ($44.80, €40), the title will be sold in Acne Studios stores and selected magazine retailers globally.

By creating a high-quality publication, the brand shows how slower, lifestyle-led forms of marketing can establish long-term interest with audiences. It also creates engagement with customers beyond new garments or social media shares. ‘In this day and age when everything is pretty much commercialised in one way or another, it’s actually a great liberty and privilege for us to be able to do this product and not have a solid thought through a business case, but actually just do a product that we really, really love,’ explains Mattias Magnusson, CEO of Acne.

Such printed, physical marketing can act as an entry point into a brand universe, while maintaining ongoing relationships with loyal customers.