Wednesday, April 29, 2009

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MAKES ‘EM FEEL LIKE DANCIN’: Acne underwear made from Supima

By Nancy Boyd

NEW YORK — A couple of years ago, when this Stockholm-based jeans brand first appeared on American shores, we can remember the fuddyduddy denim reporter at a menswear trade fuss about “overcoming . . . its unfortunate name.”

But that particular trade magazine is now out of business.

And Acne, the cooperative that started back in 1996 as an creative agency and morphed into a major player in the fashion industry, is going stronger than ever.

A top fashion editors’ favorite—for both their pages and personal use—Acne has appeared repeatedly in Vogue, Vanity Fair, Harper’s Bazaar, Teen Vogue, Lucky, and Glamour. It made Marie Claire magazine’s Sexy 101 list as “sexiest jeans.” And its recent collaboration with Lanvin spent weeks in the windows of Bergdorf Goodman.

All this from a company that started out doing comedy sketches for Scandinavian TV.

Its latest hit?

Men’s underwear made with Supima.

Launched last summer with a collection that ranges through retro boxers and briefs to underwear-as-outerwear T-shirts and tanks, the collection was celebrated—appropriately enough—with short films showing the joy of Acne underwear.

Or, as we prefer to think of it, the joys of Supima.

Above, the current collection for Spring/Summer. Below, the launch collection.