A new standard from France that stays true to its basics.
2011 |APC| Jean Touitou

APC (pronounced "A.P.C.") is a French brand. The brand name is remarkably simple, both when heard and when seen. You may have seen their canvas tote bags with the logo around town. APC stands for "Atelier de Production et de Creation" (Workshop of Production and Creation). The simple arrangement of the initials holds deep meaning, and at the same time, it reflects their intention to prioritize the quality of the products they create and to deliberately avoid associating the designer's name with the creation process.

APC was founded in 1986 by Tunisian designer Jean Touitou. Based on French basics, it initially started as a menswear brand, but launched a womenswear line in 1988.

APC products are often extremely minimalist and of high quality. Among them, their crisp, starched denim items are iconic staples that represent the brand. While adhering to the design of authentic jeans, the brand shines with its unique attention to detail and materials. The key fabric, in particular, is a 14.5-ounce unprocessed rigid denim made in Japan, personally selected by Jean Touitou. Woven on old-fashioned looms and featuring red selvedge, this denim fabric has been used continuously from the brand's inception to the present day. It develops a beautiful patina with wear, and its excellent fading and texture have earned it many repeat customers. The "Petit New Standard" model, characterized by its tapered silhouette that gradually narrows towards the hem, is especially popular due to its versatility that matches any style. It has truly become a new standard for jeans. There are also many fans of the denim jacket made from the same fabric, and wearing them as a set looks fantastic. Furthermore, APC's official "How to Wash Denim" is presented in a very unique way, offering a glimpse into APC's playful sense of style and their dedication to denim.

APC remains unwavering. Since its inception, it has stuck to its basic principles. In a sense, its stance, which seems to defy the trends of the times, is even a little hardcore. Therefore, no matter how minimal the design of the products it creates, there is a philosophy embedded within them that enhances the wearer.