Acne is a relatively young brand compared to its fellow European luxury labels and this youthful spirit is present in its products. Based in Stockholm (Sweden), Acne Studios was established in 1996 as part of the ACNE group, which also focused on graphic design, film and advertising. According to the Acne Brand Profile, ten years later, it became an independent company. Before this, Acne Studios managed to make a name for itself starting off with denim and expanding to other apparel, footwear and accessories. The founder and creative director of the brand is Jonny Johansson who is passionate about art and culture, photography and architecture, so Acne also produces furniture, it publishes a magazine (Acne Paper) and it organises several art events. The collections of Acne, which include womenswear and menswear, are showed twice a year during Paris Fashion Week. Now, Acne is concerned with going green and plans to make 20% of their always-on-stock products from organic cotton or other environmentally friendly materials. Acne collaborated with numerous people or brands e from the creative industries for limited editions of furniture, art installations or capsule collections including Lanvin and artist Katerina Jebb. It appears the Acne Brand Profile is very complex and truly linked to art and the creative arts which makes it more original, without it losing a bit from its quality standards.