Acne was founded in Stockholm in 1996 by four creatives, Acne's ambition was to create and develop a lifestyle brand through the production of desirable products as well as helping others build their brands. This ambition led to diverse assignments in advertising, graphic design and television production. Acne witnessed a space in the market for denim and utilised this forward thinking nature to create 100 pairs of unisex jeans. The denim garnered press and short thereafter leading boutiques wanted to carry the characteristic jeans with bright-red stitching.