A.P.C.

A.P.C. : three letters that stand for Atelier de Production et de Création and have become over time, the embodiment of a cerebral French style with happy sobriety to quote its founder Jean Touitou. This strong-willed entrepreneur did not seem destined for a career in fashion. Indeed, after a bachelor's degree in art history, he enrolled at the Sorbonne in Paris and obtained a degree in history and geography. Eager to discover the world, he traveled to the American continent and campaigned in a Trotskyist movement. It was upon his return that he found a job at Kenzo and then continued his apprenticeship with Agnès B. in New York before joining Irié, a young Japanese designer with whom he worked until 1985. Two years later, Jean Touitou realized the lack of options in jeans while trying to find replacement clothes after losing his suitcase. An anecdote that led to the creation in 1987 of his ready-to-wear brand: A.P.C.
It is indeed the famous blue canvas that will first be at the heart of the label's concerns. Crafted from Egyptian silk thread for Japanese raw denim, the iconic jeans stand out from faded and fancy models with their minimalist design. High-end materials and a clean style: A.P.C.'s magic recipe is born. Here, no logos, no excessive ornaments, or garish colors; the signature wardrobe appeals to a sphere of cool intellectuals prioritizing essentials and timelessness. In this fan club, Lou Doillon, Sofia Coppola, Cat Power, and members of the band Metronomy are among the names.
With his wife Judith at the head of the Artistic Direction, Jean Touitou continues to develop A.P.C. collections by multiplying collaborations. Nike, Carhartt, K-Way, as well as Vanessa Seward, Kid Cudi, and Kanye West have partnered with the French house for increasingly desirable capsules. Also a producer of music, films, and author of the book Transmission, nothing stops the founder/designer who makes A.P.C. a lifestyle with a creative universe tinged with simple and unpretentious elegance.