A.P.C. is the ultimate example of ‘Parisian Cool’. The brand produces high quality and minimalistic pieces which are an addition to everybody's wardrobe. A.P.C. was started in 1988 by the Tunisian born Jean Touitou, whose first job was in the warehouse of Kenzo.
Before becoming a fashion entrepreneur, Touitou – very passionate about music – attempted to launch a record label, but after two years of losses, it was shuttered. Touitou subsequently helped out several brands to establish itself outside of France, when he realized it was the perfect moment to start his own brainchild: A.P.C. (abbreviation for ‘Atelier de Production et de Creation). A.P.C. collaborated with an impressive selection of artists, musicians and fellow brands such as Kanye West, Carhartt and Louis W. Although designing a full wardrobe for men and women, APC is most recognized for the premium raw denim line, cut from raw Japanese selvedge denim that fades amazingly at an astonishing pace. No matter how you look, there is always a pair of A.P.C. denim that suits you: the Petit Standard, New Standard or New Petit Standard to name a few. The label has a cult following at denim aficionados around the world, including us.