Home » Behind the Brand: A.P.C.

Behind the Brand: A.P.C.

Known for it’s minimalist designs and timeless aesthetic, founded by Mr Jean Touitou in 1987, A.P.C. (which stands for Atelier de Production et de Création) was born from a reaction against the ostentatious fashion that was all the rage in Paris at the time. With a belief that clothes should not overshadow the personality of the wearer, A.P.C. quickly became renowned for its simple, well-tailored wardrobe staples, inspired by workwear and free from embellishment. Today, the label’s stylish, pared-down aesthetic seems as appropriate as ever; while trends come and go, there is something reassuringly constant and no-nonsense about Mr Touitou’s signature brand of Parisian cool.

Did you Know?

The brand’s Paris headquarters has a recording studio that both staff and bands can use (the rapper Mr Joey Starr is currently in residence). A.P.C. also release special edition band T-shirts. Mr Touitou once stated, “We make noise not clothes.”

The Denim

A.P.C.’s raw-denim selvedge jeans has somewhat of a cult status. Last year the brand launched the Butler series, enabling customers to buy reconditioned pre-worn jeans that have already been broken in.

The Quilts

In 2010 A.P.C. launched their quilt project, making quilts in the Amish tradition using leftover fabric from the brand’s 23 year history.

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