Luckily, they just landed a great editorial in the New York Times. Here’s a snippet; for the rest, head over to the Times’ site.
For a designer whose jeans are a favorite among fashion editors and whose skin-tight denim styles ignited the skinny jeans trend, Mr. Johansson, 40, is oddly ill at ease within the establishment’s embrace. This, he theorized, has to do with his being Swedish, and therefore an outsider in fashion, but there is still the fact of Mr. Johansson’s success, which suggests he has a desire to be part of the club.
Of all the interesting contemporary fashion labels coming out of Sweden — Filippa K, WESC, Nudie Jeans and Cheap Monday among them — Acne is alone in cultivating an image as something more than another jeans brand. Beyond its basic five-pocket jeans, Acne makes cool blazers and dresses from sweatshirt material and trim blazers and T-shirts with slightly scooped necks that recall the glory days of Helmut Lang (before he started charging $200 for a T-shirt).
The magazine that Mr. Johansson started five years ago with Mr. Persson, called Acne Paper, has also become a cult hit, like Andy Warhol’s Interview in the early days, for its insider perspective on the most obscure corners of fashion and its wealth of big-name contributors. The latest issue includes a portfolio of images by Paolo Roversi of the actress Tilda Swinton, styled (to the point of being almost unrecognizable) in the guise of the eccentric Italian heiress Marchesa Luisa Casati, who wore live snakes as necklaces and was attended by nude servants.
Yay for high-quality brands getting the press they deserve! To read more about Acne, click here for all related posts.