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.”
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.
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.