A.P.C have recently announced their unisex perfume, called Sustain. This will be old news for those who’ve been following Jean Toitou’s Honeyee blog, where he displayed pictures of his research. When asked about why he chose the name Sustain he said, “It’s like the sustain pedal you step on when you play guitar, to make a note last. All the experts hate it, so I’m happy.” (via style.com)

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