I Love Acne.

And before you perverts start thinking that I'm turned on by a severely blemished and infected face, remember this, Acne is a fashion brand created by supreme Swedish coolster Jonny Johansson. In fact, not only is it "a" fashion brand, it is "the" fashion brand. It describes the moment with its mix of punk-minimalism and of-the-moment trends, such as suede fringe, drainpipes, tulle skirts (read: TUTUS) and asymmetry.

But the real drawing point to the brand is Jonny and his fashionosophy, much the same as my own, to use all sources of creativity to inspire your style and fashion whims. He collarabates not just with other fashionistos and as, such as Lanvin's Alber Ebaz, but also with artists, jewellers, you name it, he's on it.

Acne the "creative collective" (according to the most recent Elle Magazine) includes not just the predominantly jeans-based line but also branches into film and magazines (the very avant-garde Acne Paper is almsot a little toooo cool for my taste. But this all adds to the ultimate defining of the alternative label.)
He's an unpredictable fashion maverick, he pops in a land where everybody basically seems to have one interest: fashion. Old Jonny, he's a Jack-of-all-trades, and his main identity is not that of jeans creator, but massive punker, with his favourite book listed as Please Kill Me: The Uncensored Oral History of Punk by Legs McNeil and his most valued possession as his Fender Stratocaster in Daphne Blue. Oh Jonny Boy, what a Swede!

His last quote in the interview? "I like people who are more interesting than I am. I surround myself with them at Acne. it makes me better at what I do." Admirable.