Acne Studios, the fashion brand that once grew out of a pair of jeans made as a PR giveaway for business partners of the Swedish design agency, is completely relaunching its denim range.

Under the title Acne Studios Blå Konst (Swedish for “blue art”), the brand will offer a permanent and a seasonal collection. The permanent range will center around six denim fits (a baggy, straight and skinny style for men and women each), all newly designed from scratch, plus a handful of reimagined denim jackets, shorts and skirts.

The seasonal collection offers a complete wardrobe with denim pieces at its center. For the first seasonal collection, Acne Studios Blå Konst looks at ideas of the Swedish outdoors and the functionality of the artist’s uniform, resulting in a casual range of overalls, pullover jackets, printed denim, colorful sneakers, bucket hats and functional backpacks.

“We have taken this step because I wanted to create a free space for us, running parallel to our regular collections. This is what Acne Studios Blå Konst will be. Our denim will be like a study, always evolving and moving forward,” says Jonny Johansson, Creative Director.

The new Blå Konst collection will entirely replace all existing Acne Studios denim from tomorrow, April 6, 2017. For the launch, Acne Studios has designed a dedicated Blå Konst project store in Shibuya, Tokyo, that is set to also open tomorrow. The 68 sqm store will be the only place in the world presenting the full Blå Konst project. Its exclusive interior includes ultra polished stainless steel cubes as well as golden rails and metal baskets to store the garments, juxtaposed to an iron staircase that has been painted signal red. 

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