Magnusson (Acne Studios): ‘We want tomorrow to be our moment once again’
Fashion and luxury brands are trying to work out how to navigate a landscape that, over the past six years – driven by a series of geopolitical and other events – has changed radically, placing them in varying degrees of difficulty. Thirty years have passed since Acne Studios was founded, and what began as a multidisciplinary collective – established in Stockholm in 1997 by artists including creative director Jonny Johansson – is now a growing brand, strengthened by its commitment to remaining true to itself and to its vision of cross-pollination as a catalyst for inspiration. The story of Acne Studios is told by CEO Mattias Magnusson, born in 1980, who has spent twenty years with the company and holds one firm conviction: ‘We believe in disciplined growth’.
The acronym Acne stands for ‘Ambition to Create Novel Expressions’. Thirty years on, do you think the company has realised these ambitions, and if so, how?
There are two principles that have always guided our work successfully: uncompromising creativity and a multidisciplinary approach, which we use to offer a fresh and original perspective on what lies ahead. We are always focused on the future; we are never nostalgic.
What new forms of expression are you aiming to create now?
Our strategy is based on staying true to our core values: design first and foremost, genuine creativity, and the desire to inspire and offer an exciting experience. These remain the reasons why people visit our shops.
