AW13 Acne Studios Marble Camp Print Cap

Born under the soft, pale glow of Stockholm’s northern light, Jonny Johansson launched Acne Studios in 1996. A derivative of ACNE, a creative collective and advertising agency. Acne Studios didn’t begin with fabric, but with denim: one hundred pairs of jeans, gifted to friends, stylists, and creatives, marked its understated debut.

The name was initially an acronym for “Associated Computer Nerd Enterprises,” later reimagined as a more poetic backronym: “Ambition to Create Novel Expressions.” A mission statement disguised as a moniker, it sought to decontextualize the negative connotations and reclaim the word “acne.”

Acne Studios draws not from seasonal trends, but from the slow churn of culture. Architecture, music, photography, even the banal and overlooked serve as Johansson’s muses. Everyday oddities are translated into thoughtful, offbeat design and its persistent sense of youthfulness and quiet relatability is perhaps why Acne Studios remains one of the most enduring and relevant brands of its generation.

Consider the neutral face logo, first introduced in 2013. Expressionless yet oddly expressive, it symbolizes the Swedish philosophy of lagom. Which translated to “just the right amount”. Not too happy, not too sad. A kind of design Zen that mirrors the brand’s ethos (The logo proved so distinctive that in 2017 it was given its own line and has remained a mainstay ever since.)

The Autumn/Winter 2013 menswear collection took deep inspiration from the work and world of August Strindberg, the Swedish playwright, novelist, poet, and painter. Loose silhouettes reminiscent of the 19th century, militaristic staples, and prints drawn from Strindberg’s books were all worked into the garments, creating a collection rich in historical texture and artistic reference.

This beautiful baseball cap features a marbled swirl of deep and airy blues, veined with accents of orange.