Now famous for its award-winning denim label, Acne (which stands for 'ambition to create novel expressions') was established in 1996 as a creative consultancy to build brands in the fashion, entertainment and technology industries. Acne, the label, was born in 1997 when co-founder Jonny Johansson designed 100 pairs in raw denim with red stitching. They were handed out to friends, family and clients and the effortlessly cool blues soon caught the attention of the fashion press and buyers alike. The full line was officially launched a year later and quickly became a cult hit in its native Stockholm. Look out for signature skinny styles and casual boyfriend fits.