A.P.C. is one of the strongest players in the world when it comes to denim. We love how they age over time. To this day, 30 years later, and after a world of collaborations, Jean Touitou's A.P.C. is still the "French uniform." After spending some time with him, we can confirm that Touitou's creative energy and lovable personality are the reason for the brand's success.
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A.P.C. has carved out a niche for itself in the fashion world as a brand that offers luxurious wardrobe essentials for everyday. Founded in 1987 by Jean Touitou, the Parisian brand was created as a direct response to the over-designed and over-hyped seasonal fashion trends that often plague the fashion world. For 30 plus years, Touitou has been committed to showing the world that functional basics in high quality fabrics are the true epitome of luxury.
Standing for Atelier de Production et de Création, A.P.C.'s true claim to fame is its use of Japanese raw selvedge denim in its jeans — denim that has not been wet, processed, or manipulated in any way before being purchased. This gives wearers the opportunity to control how their jeans age, something that has become an obsession among the brand's fans. Though the French brand has widely expanded its offerings, A.P.C.'s classic denim is still one of its bestsellers.
A.P.C embraces the basics. Throughout the brand, you will find a select range of stylish casual looks that borrow from France’s style history. Comfy turtlenecks, well-proportioned straight-leg pants, plain baseball caps, understated leather goods, and quietly luxe sneakers are all part of the brand’s offering. Touitou’s clothing is anti-trend with an unshakeable focus on quality. Over the years, this commitment to simple designs has attracted a slew of collaborators including Nike, Louis, W, Carhartt WIP, JJJJound, Kid Cudi, Sacai, and our own Highsnobiety team.