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Browns Focus London and Acne Jeans Stockholm Swap Up


It's one thing swapping clothes with a friend to extend your wardrobe for a while, but it's quite another swapping clothes stores with a like-minded brand to extend your reach to another country. That's what London store Browns Focus (above left) has done with the Stockholm studio of Acne Jeans (above right), lock, stock and barrel. For ten days (only until this weekend), Browns has taken over the space in Norrmalmstorg square in the center of the Swedish capital, complete with its wide selection of progressive, edgy designer labels and its sales staff. Going the other way over the North Sea, Acne has set up for a few days in the West End to showcase its women's collection, again with sales staff in tow. This foreign exchange experiment has the staff swapping apartments, too. You've heard of pop-up stores—now we've got 'swap up' stores.

Acne Jeans/Browns Focus Shop Swap
26 October to 5 November 2006

Browns Focus
Norrmalmstorg 2
111 46 Stockholm

Acne Studio
38-39 South Molton Street
London W1K 5RN
United Kingdom

Thanks Emi


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