Back in the late 1990s, it was more or less by chance that Jonny Johansson came up with the perfect jeans: After all, fashion was just one of many fields and projects – from graphic design and toys to advertising – his Stockholm creative collective liked to play with. Yet it turned out to be a very successful foray, turning ACNE (“Ambition to Create Novel Expressions”) into Sweden’s flagship fashion brand. Over the years, full-fledged collections joined the popular jeans, gracing Paris runways and easily holding their own next to key contemporary label.