London’s directional boutique Browns Focus is to do a store swap with the cutting edge Swedish cult brand Acne Jeans. For a period of ten days between October 25 and November 5 Browns Focus’ London store moves entirely, including shop front, stock and staff, to Stockholm, home of Acne Jeans; Acne Jeans moves into Brown Focus’ South Molton Street space.
Brown Focus’ Buyer Alexandra Stylanidis has selected 22 progressive London-based labels, including Roksanda Ilincic, Ashish, Boudicca, Ann Sofie Back and Richard Nicoll, plus international brands Philip Lim, Josh Goot, David Szeto, Tina Kalivas and Hanii Y to take to Stockholm. To mark the event Browns online is selling Acne Jeans’ women’s collection.
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