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The first big fashion destination I could think of in anticipation of visiting Sweden was 'Acne'. I've always loved their minimalist cool looks and let's face it, those insane wedges from the current season are still the talk of town (though quite frankly not really my taste). Add in yet another wonderful denim collaboration with Lanvin and you end up with a Swedish brand that trumps most international offerings.
A selection from the Pre-SS10 lookbook (images: Acne).
A selection from the SS10 lookbook (images: Acne).Coming from an advertising world, what fascinated me the most about this brand (which derives its name from 'Ambition to Create Novel Expressions') was that the company started out as an ad agency only to evolve into a creative collective that today includes everything from Acne Film to Acne Paper (an independent magazine). The quest to help others build their own brands was linked to their own ambition to create a lifestyle label which initially resulted in a small collection of jeans that was distributed primarily to friends and clients. The denim gear ended up being featured in Swedish Elle which lead to a surge in popularity and soon stores all over the country were requesting stock. A full collection was finally launched in 1998 and over a decade later, the label can be found globally with 16 flagships in nine countries.
A cute display near the store entrance (left) and a table featuring the three-heeled shoes from SS10 (right).
Overview of the flagship's front area (top image: Acne). Simple decor allowed for easy browsing... Things only got better once I arrived in Stockholm and my clever guidebook informed me that the biggest Acne flagship actually had historic value. The location at Normalmstorg isn't just any old shop but the former site of Kreditbanken, a bank where in 1973 the term 'Stockholm Syndrome' was coined after a heist resulted in two armed robbers taking four employees hostage for five days. By the end of it all, the hostages became emotionally attached to their captors and rumor has it that a few years after Acne moved in, one of the former bank robbers requested to see the storeroom for old time's sake. My guess was that he just wanted a pair of free jeans, but either way, the brand has one hell of an impressive venue which still includes remnants of the old bank including the grand marble pillars.
The shoe area towards the entrance (left) featuring more unique footwear including this lace-up wedge.
Most items were simple and unfussy with the exception of key statement pieces, such as the studded vest.Just like the luxurious yet simple clothes, the interiors combine a certain sophistication (thanks to the old bank architecture) with stark simplicity. Initially there isn't that much decor to distract you. A few glass and wooden shelves display the shoes, including the very funky three-heeled stilettos. The bright and airy front area houses the majority of the women's RTW line, which aside from a few key statement pieces is generally subtle, understated and meant to form a capsule wardrobe that won't compete with other items in the collection. As Creative Director Jonny Johansson described “Fashion is the best form of self-expression. We like to design pieces that together form the coolest wardrobe, but is ultimately wearable. It becomes one way of thinking as individual pieces, but together creates a strong, modern and considered statement."
A replica vault door and some of the more precious items including the black wedge made famous by Alexa Chung.
Overview of the store's middle section with its imposing marble pillars (top image: Acne). This is where the mainline men's collection is housed.Not to be missed is the ultimate 'It-Shoe' of the season, though I don't quite understand why it needed it's own glass case (considering the Paris store just has it lying around) and a rack displaying the current Lanvin collaboration. The vault-door added a nice touch as well, but for the ultimate bank heist experience, the main jeans area is where you need to go. Surrounded by marble arches, the middle section contains the majority of the menswear items, which to be honest, I ignored a little, as I was trying too hard to imagine how the interiors used to look like.
The former vaults of the bank are now home to a huge assortment of jeans (top image: Acne). Modern changing rooms (lower left) blend in with the grand architecture.
Had enough of clothes? Grab a book... or perhaps a toy animal?Finally, the heart of the store is the jeans area, which is where the former vaults used to be. Instead of money and valuables, stacks of denim in sky-high book shelves take up the entire center of the room, while t-shirts and jackets, many from the casual 'Pop' line, are displayed on racks towards the side and back. You'll find both men's and women's wear here, so check carefully. This is also where I sighted some of the more interesting props, including a retro bike, large mirrors supported by silver globes, not to mention the random assortment of books and trinkets in the shelves. If you can resist the temptation of the clothes, this is also the best place to take in the impressive Roman-inspired architecture with yet more pillars and engravings along the wall.
Large mirrors and iron racks give the space an industrial vibe.
Don't attempt to get the jeans yourself. Even the staff needs a ladder and a stick (left). And the retro bike as the perfect accessory (right).If you don't get a chance to hop on a plane to Sweden anytime soon, fear not, Acne can be found internationally and better yet, they have an official online store. If you do visit, you'll find numerous so-called Acne Studios around town including an outlet outside the city. But I'd definitely recommend the largest flagship - you can even get away with telling your partner it's a tourist attraction (yes, I might have tricked mine...). And in its current state, I'm sure most people wouldn't mind being locked in there for a few days...
A selection from the POP SS10 collection (images: Acne).Opening Hrs: Mon-Fri: 10:00-19:00, Sat: 10:00-17:00, Sun: 12:00-17:00
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