Think of Sweden and the first things which spring to mind are: Beautiful blonde women, IKEA, Sauna’s, Bjorn Borg (The Tennis Player and not the Underwear range) & beautiful blonde women.
Well, let’s add Acne into that list of all things good & Swedish. Acne was founded in 1997 by Jonny Johansson and 3 others. Surprisingly, their initial intention was not to become a fashion brand “We didn’t want to participate in fashion in the first place” Johansson continues to explain “We wanted to be on the outside but, of course, you end up in the heat of it eventually”.
Since then, Acne has become one of the most sought after denim brands around selling 300,000 pairs per year and is up there with the likes of: Seven, Earnest Sewn, True Religion, APC, PRPS to name a few…
Acne’s pop classics SS10 is a very casual and versatile collection indeed. There are key on trend pieces like the farmer style chequered shirt and the denim jacket so, if anything, the pictures below are a great guide on how to piece together a great outfit for Spring Summer 2010.
You can find the Pop Collection & denim here