With no intention of working in fashion, the launch of Parisian brand A.P.C. (Atelier de Production et de Création) was something of a happy accident for founder Jean Touitou. Having graduated from the Sorbonne in Paris with a history degree he managed to land his first job with Kenzo, which was followed by placements at Agnès B and Irie before finally deciding to go his own way in 1987 with the launch of A.P.C. Since then the brand has been a go-to for refined yet casual French style.
… Here’s a little quote I borrowed from an interview in CORDUROY magazine which depicts the attitude behind this french label quite perfectly.
“Corduroy : You say you hate the word “basics”. Why?“
“Jean Touitou : First of all, that word doesn’t even exist in the french dictionary. And in English, nothing done well is ever “basic”. If I had the mission to finally achieve a perfect white T-shirt, it could take me three months of yarn research, knitting tests, designing and cutting. I see a lot of clothes with tons of fakely-complicated details – that robots do now at plants – that are much more “basic” than a proper grey flannel men’s jacket done properly. Okay, most of all I hate to hear that our work is basic, since I consider it very deep.“
We’ve been carrying the raw denim since the end of last summer (and will always have the petit standard cut on hand), but from this season forward you’ll be able to access selections from their mens main collection at our lovely shop. Above is a few items we’ve just put out, each of which are timeless investment pieces sure to last you for years to come.