Ambition to Create Jeans

The jeans that Acne Studios, aka Ambition to Create Novel Expressions, are so famous for have a special place all to themselves. They call it Blå Konst.

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The jeans that Acne Studios, aka Ambition to Create Novel Expressions, are so famous for have a special place all to themselves. They call it Blå Konst.

“The jeans, the jeans. It’s all about the jeans!” Jonny Johansson, creative director of Acne Studios, once said when asked what his favorite garment from Acne Studios is. And they have come a long way since the first pair of black jeans with red stitches was launched, produced in 100 copies. A pair of Acne Studios jeans from has long been a staple in a lot of stylish wardrobes around the globe. In 2017 Acne Studios decided to rebrand their jeans. 

Blå Konst (Blue Art) was the project name used while Acne Studios developed their new jeans concept. And just like with many project names, it´s hard to find a better one down the line. So Blå Konst stayed.

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Blå Konst Jeans 2019.
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An ingenious concept. Beautifully packaged Blå Konst items.
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Branding is everything.

“Blå Konst was meant to be a creative outlet for us, a free space running alongside our other collections. Our denim will be like a study, that keeps evolving and move forward.” Jonny Johansson is known for his many references to art and culture in his design process and the resulting collections. With Blå Konst Acne Studios continue that approach, with collaborations with different artists each year. The first one was with Collier Schorr, followed by Alex Knost and Gabriel Kuri. Acne Studios also opened a Blå Konst store in Tokyo.

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Blå Konst in Tokyo.
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Blå Konst in Tokyo.

Our denim will be like a study, that keeps evolving and move forward.

Jonny Johansson
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Acne Studios Blå Konst 2019.
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Artist Gabriel Kuri´s interpretation of Blå Konst.
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Mexican artist Gabriel Kuri.
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Alex Knost and Acne Studios collaboration.
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Acne Blå Konst campaign. Photographed by Collier Schorr.