It used to evoke every teenager’s nightmare, but now it reminds people of their favorite pair of Swedish designer jeans. Acne (short for “Ambition to Create Novel Expressions” ) initially started out as a Stockholm-based advertising and creative agency, but in 1997, after realizing the vast possibilities in the denim market, launched their eponymous brand of denim to almost instant success. A complete collection and magazine, Acne Paper, quickly followed.

Today, Acne Studios has spread their brand of “cool and personal” style worldwide, paving the way for other Scandinavian designers like Cheap Monday. Simple white tees, starched denim and exaggerated sleeves or dramatic silhouettes are some of their trademark looks. In Paris, Acne Studios can be found at its very exclusive Palais Royal address just across from Marc Jacobs and right next to Stella
McCartney.