There are denim brands, there are fashion brands, and then there’s Acne Studios. A Stockholm-based fashion house that started in 1996 as a creative collective with one thing on their mind – an ambition to create novel expressions. ACNE’s first fashion venture was a 100 pair edition of red-stitched jeans that were given away, like a membership to the brand’s universe. And since those exclusive denim beginnings, the sturdy textile played a big role in the commercial success of the brand, so much so that a pair of Acne jeans became a staple piece even outside the bubble of the fashion world.

Now, 21 years after the brand’s launch, its founder Jonny Johansson has decided to change the game up, liberate the jeans from the Studios and launch Acne Studios Blå Konst – the brand’s diffusion denim line. In what Johansson describes to be a “creative forum”, the line is a streamlined diffusion of the brand’s aesthetic and a relaunch of its denim selection. Only three types of jeans (skinny, straight and baggy), a single denim jacket cut and some updated fashion basics such as a drawstring blouse or a denim skirt – Acne Studios Blå Konst is the definition of a simple contemporary wardrobe.

But aside from separating the high-fashion and the mainstream, Acne Studios’ creative director has also found a creative challenge with this business venture: “I wanted to find new details that worked for us, like over locking the seams to create a white edge, or changing the number of belt loops for a better fit and hold – two at the front, five at the back.” It’s simple, it’s cool, it’s Swedish. Acne Studios Blå Kons is the new haute denim player.

Acne Studios Blå Konst launches on April 6 at with prices of denim starting at £175.

Text by Dino Bonacic