Acne Studios is getting personal with its customers.
The Stockholm-based fashion and multidisciplinary house has just introduced its first denim personalization service. It allows consumers to customize their jeans and jean jackets for an extra $50 with embroidered symbols, letters and numbers created by the brand.
Available in either a dark black or vintage-looking light blue, the customizable items include the five-pocket jeans styles Mece (a cropped high-waisted straight leg), the relaxed fit 2022, the regular fit 1996 and the loose fit 2021M along with a loose fit denim jacket.
The letters, numbers and symbols are available in six thread colors: white, pink, blue, red, green and spicy brown. Each personalization choice can consist of four characters, three letters or numbers and one symbol with the option of three different placement spots. On the jeans, the embroidery appears on the waist back, hip or leg and for the jacket, it sits on the placket, chest or center back. The collection of symbols was chosen to represent love, positivity and inclusivity and consists of the sun, a peace sign, yin-yang, a mushroom, a four-leaf clover, a rainbow, a heart, a kiss, male and female.
A limited-edition run of 60 pieces with the oversized symbols is available at Acne Studios flagship stores in Norrmalmstorg, Stockholm; rue Saint Honoré Paris; Dover Street, London; Greene Street, New York; Piazza del Carmine Milan; Little Bourke Street, Melbourne and acnestudios.com. These collector’s items include the 2021 jean ($680) and denim jacket ($800) both in the light wash and embroidered with white thread.
The brand hired photographer Thistle Brown to shoot the campaign announcing the new service. It stars artist and model Lily McMenamy and was inspired by the 1970s and bodypainting. Looking like she just walked off the set of the new “Avatar” movie, a blue-bodied topless McMenamy poses with oversized orange symbols and her LM monogram painted on her torso, arms and jeans.
The customization service is available at all of Acne’s more than 50 standalone stores worldwide and at its webshop. This is the second such service it has launched as it began a similar program for its scarves last year.
The brand’s creative director Jonny Johansson launched Acne Studios in 1996 when he gifted his creative friends a new style of jeans he had created. It now produces men’s and women’s ready-to-wear, denim, footwear and accessories as well as magazines, furniture, books and exhibitions.