Acne Studios patches up its denim strategy - Fair-a-Porter

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Acne Studios patches up its denim strategy

Less frill, more thrill by the Swedish brand

Acne Studios Blå Konst © Courtesy

Acne Studios Blå Konst © Courtesy

After the Acne Studios runway show in Paris founder Jonny Johannson hinted that the Swedish brand will reboot its denim strategy. This will be introduced with a new collection called “Blå Konst” – Swedish for blue art. Denim has been at the core of the brand that was founded in 1996 and launched into fashion with a hundred pairs of raw denim. As it got more successful it added more styles and more stretch but got somewhat caught up in competing with retailers such as Zara and Uniqlo that offered denim at a smaller price.

In addition to its success as a traditional retailer of jeans and t-shirts Acne Studios also managed to excel as a more refined fashion brand and is now rebooting its denim strategy as well. In an interview with the Business of Fashion founder Jonny Johannson said there was going to be a permanent collection with only three styles for each gender — baggy, straight and skinny — with far less washes to provide a more focused offering to the consumers. The new collection “Blå Konst” will be launched on April 6th in Stockholm.

Read up on the Swedish brand in our Brand Portrait

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