Acne Studios is set to to relaunch its entire denim line to become Acne Studios Blå Konst. Shot by Collier Schorr, the debut campaign sees a stripped back aesthetic indicative of the brand’s minimalist 90s beginnings.

Trace the Swedish brand’s history and it all makes sense. Launched in 1997, founder and creative director Jonny Johansson created 100 pairs of raw denim jeans, gave them to 100 friends and family, and just like that, Acne Studios swiftly became known for its innovative and fresh approach to the denim game. The fact the line’s campaign imagery has been shot by influential 90s photographer Collier Schorr just adds to that nostalgic kick.

This new Acne Studios Blå Konst collection will entirely replace all Acne Studios existing denim from 6th April, and will be joined by seasonal collections. “We have taken this step because I wanted to create a free space for us, running parallel to our regular collections,” says Johansson. “This is what Acne Studios Blå Konst will be. Our denim will be like a study, always evolving and moving forward.”

The first seasonal collection explores the Swedish outdoors and the functionality of the artist’s uniform. “I love to bring a basic and universal staple wear from underdog position to an artistic level. I see the wearer as an artist, as she patiently crafts her own garment into something distinct. I also spend so much time in the Swedish countryside, and love the clarity of what you wear then,” says Johansson.

Acne Studios Blå Konst will launch in all Acne Studios stores and on acnestudios.com from 6th April.