Acne Studios Founder on Creative Independence and Sustainability in Fashion
By
Cajsa Carlson
Toasted golden, schmeared with insight. Top of the rack.
Summary
Acne Studios founder Jonny Johansson discusses the challenges facing small fashion brands today, particularly in maintaining creative independence and sustainability commitments. In this interview ahead of the brand's 30th anniversary, Johansson explains that Acne Studios makes sustainability decisions based on internal values rather than customer demands, emphasizing that the brand prioritizes its creative vision over market pressures. He reflects on the brand's evolution from a niche denim label to a global fashion house with recent expansion into China.
Key quotes
· 4 pulled"It's more difficult being a small brand today"
"customers don't influence the fashion brand's sustainability decisions"
"Since its founding in Stockholm in 1996, Acne Studios has gone from a niche denim brand to a high-powered fashion house"
"recent opening in Chengdu, China"
You might also wanna read
XL Extralight Debuts Sustainable Airstone Tote Bag at Milan Design Week 2026
Italian brand XL Extralight has launched the Airstone tote bag at Milan Design Week 2026, created in collaboration with design studio Nichet
Dezeen·1mo ago
Norwex completes first rebrand in 30 years as it expands from cleaning cloths into personal care
Norwex, a Norwegian family-owned direct-selling company known for its chemical-free cleaning cloths, has undergone its first full rebrand in
Creative Boom·4mo ago
Creative Agency Uses Folklore-Inspired Chapbook Format for B Corp Impact Report
A Bristol-based creative agency called Something Familiar created an innovative B Corp impact report titled 'Rituals for Good' that uses 18t
Creative Boom·4mo ago
Hydro's CIRCAL 100R Aluminium Alloy Wins Sustainable Project of the Year at Dezeen Awards 2025
Hydro's CIRCAL 100R aluminium alloy won the prestigious 'Sustainable Project of the Year' award at the Dezeen Awards 2025, also receiving th
Dezeen·6mo ago
Critical Analysis: 10 Dysfunctions in the Design Industry and Sustainability Challenges
This article from Dezeen's Performance Review series critiques the design industry's systemic problems, outlining 10 key dysfunctions. The c
Dezeen·6mo ago
How&How rebrands Everbloom with a luxury-first identity that avoids sustainability clichés
How&How, a creative studio, rebranded Everbloom — a company that transforms organic waste into high-quality fabrics — by deliberately avoidi
Creative Boom·6mo ago