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The acronym Acne as a label name is quite a daring brand name to have. How did this happen?
One of the guys in the collective was working in the advertising industry and he had some projects before. And he had the name â€œAmbition To Create Novel Expressionâ€ as a label name and we wanted this as a acronym. He was working on a project with the school at the time on acronym advertisements. I wanted to stick with this name because I felt it was important to speak about what kind of brand we should be. I think Michael the CEO told me about a survey they did in the top university of Stockholm, about the power of different words. They asked like a 1000 students what they associated with Acne, and over 60% said the jeans label versus skin problems. After awhile the meaning of a name becomes nothing.