Founded as an almost 'family' collective, Acne Studios brought a minimalist, comfort-first, and instantly recognizable approach. Their iconic face logo captures the Swedish man - not too happy, not too sad 'lagom' - became one of the modern fashion icons. Thanks to founder and creative director Jonny Johansson's interest in photography, art, architecture, and contemporary culture, Acne Studios has become a highly respected creator of ready-to-wear. Based in Sweden, the brand presents hybrid collections between tailoring and streetwear, following a philosophy of non-conformism.