Acne (Ambition to Create Novel Expression) began when Jonny Johansson gifted friends and relatives with 100 pairs of raw denim, red-stitched jeans. The fashion company then grew to 21 stores (called studios) worldwide, with the flagship studio on Norrmalmstorg and another in Gamla Stan. While Acne started the skinny jean trend, the current collection offers black leather pants, black and white zig zag print shirts, and 1980s-style shirts of solid colors. Acne is a "creative collective" and also delves into advertising, children's toys, furniture, graphic design, and producing the magazine, Acne Paper.
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