For the first time, Acne Studios introduces denim personalisation. An emblematic icon of the brand’s history, denim has always played a significant role, spanning back to 1996 when creative director Jonny Johansson launched the brand by gifting 100 pairs of jeans to artists, creatives, and friends of the house. In this latest iteration, iconic denim styles are now available to customise with symbols and letters and numbers specially created by Acne Studios.

To launch the denim personalisation, Acne Studios collaborates with photographer Thistle Brown on campaign images that draw inspiration from the spirit of the 1970s and bodypainting. Featuring artist and model Lily McMenamy, the letters, numbers, and symbols get the oversized treatment to capture the creative energy of the designs.

The denim personalisation service is offered in the wash colourways of either a vintage black or light blue vintage five pocket classic jean styles the Mece, 2022, 1996 and 2021M classic and Morris’s jacket. A curation of designed letters, numbers and symbols are available in 6 thread colours ranging from Acne Pink to Red, Green, Cathay spice plus black and white. Each personalisation choice can consist of 4 characters, 3 letters or numbers and one symbol. On the jeans, the placement sits on the waist back, hip and leg and for the jacket, placement sits on the placket, chest, and centre back. The collection of symbols was chosen to represent love, positivity, and inclusivity – the sun, the peace sign, yin-yang, a mushroom, four-leaf clover, rainbow, heart, kiss, male, and female – and are playful takes. The campaign will also launch with out-of-home advertising in New York, London, Milan, and Melbourne. A limitededition run of 60 pieces mirroring the oversized symbols featured in the campaign will also be available at the following stores: Norrmalmstorg, Stockholm, rue Saint Honoré Paris, Dover Street, London, Greene Street, New York, Piazza del Carmine Milan, Little Bourke Street, Melbourne and

Access to the full denim personalisation offering will be available in all Acne Studios stores worldwide and on This is the latest edition to the service following the launch of scarf personalisation last fall.