Acne Studios has officially launched its new denim personalization program, which allows customers to remix legendary denim styles with the label’s own symbols, letters, and numbers.
Denim is an important element of the brand’s history, dating back to 1996, when Acne Studios’ creative director Jonny Johansson launched the label by giving out 100 pairs of jeans to artists, creatives, and friends of the house.
The label commissioned photographer Thistle Brown to shoot the campaign to commemorate the launch of the new project. Images include Lily McMenamy, an artist and model who evokes the spirit of the 1970s and body painting.
Personalization elements are available in a variety of washes, including old black and light blue, and may be found on traditional denim designs and Morris’ jackets. Custom markings are available in six different thread colors, ranging from Acne Pink to Cathay Spice, and each piece can include four characters, three letters/numbers, and one symbol. The symbols are lighthearted and were chosen to signify “love, positivity, and inclusivity.”
Acne Studios’ customised denim options are now available both online and in stores. A limited edition of 60 pieces reflecting the campaign’s symbols is also available for purchase.
