Acne Studios 創辦人 Jonny Johansson 談論丹寧服飾設計

面對日漸臃腫的丹寧市場，只有充分樹立自己的特色才會找到立足之地，雖然爲顧客打造出一條完美的丹寧褲試衣間極其困難的事情，但是還是有許多品牌仍然在努力去做到這一點，比如瑞典時尚品牌 Acne Studios。最近著名時尚網站 Style.com 便採訪了品牌創始人 Jonny Johansson，與他共同探討了 Acne 獲得成功的經歷，以及其他曾激起他創意靈感的丹寧品牌。下面是我們節選的精彩內容，完整文章不妨點擊這裏閱讀。

Acne Studios’ entrance into the denim market has been told often enough that the story has made it onto the brand’s Wikipedia page. Can you tell it again?

Acne was built on the Warholian Factory idea. I thought it would be so cool to be a film director and a fashion designer and maybe a musician. We had these big round-table discussions: How do we enter the fashion thing? What the discussion came down to basically was that five-pocket jeans are the Coca-Cola of fashion. It was never about doing some new denim approach. That was never the idea. We had success with the first 100 pairs we gave to fans and friends and photographers we knew, and forced them to wear. It was a very good start but also a very shocking start. Everything happened really fast. We wanted to be a fashion brand, not just a denim brand, but we got placed in the denim box. It was a bit of a struggle to try to make people interested in the other stuff we wanted to do. We were scared to be this one-product project where you’re hip for a certain moment because you have a new name.

When you look around, are there brands you think are doing interesting things in the denim sphere?

I always like A.P.C. They’ve carved out this timeless zone. They’re never really in and they’re never really out, which I kind of like. And they sort of sprung up in the same period as we did. Not maybe in everything, but regarding the jeans, they’re the brand I like.

As a Levi’s fan from your earliest days, when you look at Levi’s now, what do you think?

Confused. It makes me confused. I’m sorry, that’s the first word that comes to my mind. I think it’s about scale. It’s really a super-big machine that supplies everyone everything. That’s difficult always.