There’s an Acne Studios scarf that has followed me around New York City this winter like a fluffy plaid shadow. It isn’t new: The brand has released variations each year since the FW19 collection, according to an Acne Studios representative. And, as far as the best winter scarves for women go, it not that different from everything else out there. It’s knit from a (presumably) warm mohair in vibrant check prints, with a blanket-like oversized cut and a fringe detail along the hem.

And yet, this scarf has far more of a presence than similarly cozy earmuffs or wool coats—and it’s gained closet share without a plant in celebrity street style. Over on TikTok, where the scarf has had a second-billed costarring slot in dozens of styling videos, the hashtag “Acne Studios scarf” has 8.5 million views; one for just the brand has 201.3 million. On Google Trends, U.S. searches for “Acne Studios scarf” peaked during the week of November 20 of this year, with a volume several times the size of previous years. While searches have fallen ever so slightly in the start of December, they’re still far above interest last year and the year before that.

Open Gallery

A lot of pieces catch my attention when they pop up in my TikTok feed, but this Acne Studios scarf is different. Our first introduction was, refreshingly, analog. I first saw it wound around necks and slung over coats throughout fashion month in…