The deadpan face that stars on this Acne Studios hoody has a satisfyingly uncomplicated origin story. Jonny Johannson needed a bag for a show fitting and so drew his interpretation of a fellow “ordinary” Swedish citizen. Neither smiling or frowning, it can be described by the word “Lagom”, meaning moderate, or just right, as we like to think of it—because this large patch that stares at any passer-by, embroidered on cotton jersey, seems just right.
Swedish design collective ACNE was founded in 1997 by Jonny Johansson. Initially specialising in jeans the brand now is a byword for modern classics infused with Scandinavian cool as seen in the likes of Stella and Elle.
