Described as hysterically normal and often quietly subversive; A.P.C. is an authentic French brand accessible by design, price and outlook.
A.P.C. was founded by Jean Touitou in 1987 with an understated aesthetic, the antithesis to the large, ostentatious brands of the time.
From the outset Touitou and A.P.C. had a quietly, subversive attitude. The first collections did not even have a label attached to the garment. A.P.C. was used a few seasons later to save confusion. A.P.C. technically stands for Atelier de Production et de Création but really it is just a label, the clothes speak for themselves. Still today the design process and business approach carries a political statement. Accessible prices and a large, fully functioning atelier that rivals most high fashion houses, turn normal business models up side down. A.P.C. is incorruptible; celebrity endorsements are shunned and instead Touitou prefers to offer discounts to teachers. The label is deliberately non-elitist and transcends classes. Its honesty and purity makes it difficult to identify the label with one particular group or indeed to pin a label on someone who wears it. A.P.C. is an authentic brand accessible by design, price and outlook.
A.P.C. had early success with the introduction of Japanese raw denim, cut in few, very classic styles. The label now encompasses a full men’s and women’s collection of clothing and accessories. A.P.C. is known for its effortless appeal, however the process is anything but. Each aspect of the collection is designed in-house and follows a similar, rigorous attention to detail. For example none of the fabrics are bought in, instead each is designed exclusively for A.P.C. The A.P.C. team agonise over the choice of button, the length of a skirt or other hidden subtleties. Often more time is spent stripping down a garment to its bare basics to avoid over designing. This is why some people call A.P.C. hysterically normal.
The label occasionally joins forces with a mixed bag of brands and designers as and when it feels right. These are genuine collaborations where a mutual appreciation brings the two together. And music remains core to the brand, from music releases through to print T collaborations with emerging bands. There is a music studio at A.P.C. which staff, friends and the occasional notable musician can use.
A.P.C. is a French label with an international outlook; the studio and atelier are based in Paris. The label is sold in all corners of the globe with almost 50 own brand stores across the world including Paris, New York, L.A., London, Hong Kong, Berlin and Tokyo. A.P.C. work as a team and some would say resemble a family unit, the label remains independently owned and run by Jean Touitou, who attributes the hard work and dedication of the entire A.P.C. team to its continued success, popularity and growth.
2012 is the 25th anniversary of A.P.C. In true A.P.C style this will be marked with events across the globe starting in Tokyo at the end of March and culminating with a large party in October in Paris, where fans from all over the world can come together to celebrate all things A.P.C.