Acne Studios has officially launched its new denim personalization program, allowing buyers to remix iconic denim styles with symbols, letters, and numbers created by the label. Denim is a core part of the brand’s history, spanning back to the brand’s origins in 1996 when Acne Studios’ creative director Jonny Johansson started the label by gifting 100 pairs of jeans to artists, creatives, and friends of the house.
Celebrating the launch of the new project, the label enlists photographer Thistle Brown to shoot the campaign. Images feature artist and model Lily McMenamy — recalling the spirit of the ’70s and body painting. The personalization pieces are found in a selection of washes including vintage black and light blue across classic jean styles and Morris’s jackets. Custom markings are available in 6 thread colors ranging from Acne Pink to Cathay Spice and each piece can consist of four characters, three letters/numbers, and one symbol. Symbols are playful and were chosen to represent “love, positivity, and inclusivity.”
Acne Studios’ personalized denim offerings are now available on the Acne Studios website and in stores. A limited run of 60 pieces mirroring the symbols from the campaign is also available for purchase.
In other news, Stone Island introduces discreet “Ghost Pieces” for FW22.
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