A.P.C.

A.P.C. is a French ready-to-wear brand founded in 1987 by the Tunisian Jewish fashion designer Jean Touitou in Paris. A.P.C. stands for Atelier de Production et de Création.

A.P.C. Clothing
Private
IndustryRetail
Founded1987
FounderJean Touitou 
HeadquartersParis, France
ProductsApparel
Websitewww.apc.fr

Brand

In 1987, Jean Touitou created a clothing line which would later become the A.P.C. brand. The clothes from this first menswear collection wear labels that only mention “HIVER 1987”[1] This menswear collection started attracting female customers as well. The following year, the collection became unisex.

It was only in 1989 that the labels referring to the seasons are replaced with A.P.C labels, confirming the creation of the brand, located in the 6th arrondissement of Paris.

1990s

The first pieces of the A.P.C. collections were characterized by several aspects that are still constitutive of the brand's identity: minimalist designs, clean lines, and simple patterns.[1] Logos are rarely visible, as well. Its clothing tends to incorporate the characteristics of military garments, pre-eminence of classic and unmixed fabrics (Shetland wool for instance), as well as voluntarily traditional cuts. The collection would later include a central addition: raw Japanese denim.[1]

One of the brand's most popular products are its raw-denim selvage jeans which are popular among denim enthusiasts. Popular denim cuts of the brand include the Petit Standard, Petit New Standard and New Standard.[2]

The fit of A.P.C. clothing derives from Touitou's distaste for the loose-fitting clothes of his contemporaries[3]

In the 90’s, the brand opened several stores internationally; for example, in Tokyo Daikanyama[4] in 1991 or on New York Mercer Street[5][6] in 1993.

In 1995, the mail order catalogue was launched. It would quickly be followed by the website in 1997. These various openings and launches enabled the brand’s international development.

2000s

The brand developed and multiplied the store openings during the 2000s, in collaboration with the architect Laurent Deroo, who would later design the majority of the A.P.C. stores worldwide.

In 2002, A.P.C. owned 7 stores in Japan. A new Parisian address opened rue Vieille du Temple in 2004 and in Berlin on Mulackstrasse[7].

In 2009, A.P.C. established in London once again, at its store on Dover Street.

In 2012, A.P.C. celebrated its 25th anniversary and entered a new phase of its development. In the perspective of favoring clothes sustainability, A.P.C. encourages its customers to return their used jeans to its stores for them to later be transformed as “butlers”[8]

In a similar view, remnants of fabrics are transformed into totebags that are later gifted to the customers in the shops.

In 2011, the designer Jessica Ogden launched alongside Jean Touitou the first collection of A.P.C. quilts,[9][10] elaborated with fabric remnants as well.

After the renovations by Laurent Deroo at the Rue Madame General Quarters, presentations of the collections were organized there during the fashion weeks. Stores keep opening in Europe and in the United States (Bond Street in 2013 and 3 stores in Los Angeles between 2014 and 2015).

In 2016, AP.C. launched the BAM BAM nights during the women’s Fashion Week. Organized 4 times a year outside of Paris, those nights aim to invite A.P.C. customers to interact with the brand differently, as they are organized with DJs and are less formal.

In 2017, A.P.C. celebrated its thirtieth year of existence by publishing A.P.C. Transmission, in collaboration with Phaidon, a monography, of the brand and its founder Jean Touitou. A.P.C. also started to organize fashion shows. Since 2018, the brand is listed in the official calendar of the Fédération de la Haute Couture et de la Mode.[11].

Distribution

At first, the brand was distributed fairly exclusively. Recently, it has expanded significantly, opening many stores worldwide.[12] In addition to the flagship store in Paris, stores can be found in Antwerp, Berlin, Fukuoka, Kobe, London, Oslo, Osaka, San Francisco,[13] New York City,[14] two in Hong Kong, Tokyo, Los Angeles, Sydney, and in Melbourne.

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References
  1. Craig, Andrew (February 20, 2018). "A Study in Simplicity: A Look at A.P.C." Grailed. Retrieved June 19, 2019.
  2. A.P.C. Denim
  3. Fischer, David (October 16, 2009). "Selectism Q&A \ APC's Jean Touitou". Highsnobiety. Retrieved June 19, 2019.
  4. Sabbah, Catherine (August 16, 2002). "Boutique APC à Tokyo : un style". Le Moniteu (in French). Retrieved June 19, 2019.
  5. Camara, Sharon (February 22, 2019). "Ce qu'il faut savoir sur : A.P.C." FashionUnited (in French). Retrieved June 17, 2019.
  6. Brown, Emma (April 19, 2012). "A.P.C.'S A Constant Presence". Interview. Retrieved June 19, 2019.
  7. Scherpe, Mary (June 5, 2013). "Shopping guide: Mulackstraße". Stil in Berlin. Retrieved June 17, 2019.
  8. Ofiaza, Renz (November 22, 2017). "A.P.C. Unveils Hand-Painted Butler Jeans by Jean Touitou". Highsnobiety. Retrieved June 19, 2019.
  9. Sawyer, Jonathan (March 18, 2019). "A.P.C.'s New Quilts Are Named After Classical Music Terms". Highsnobiety. Retrieved June 19, 2019.
  10. Chin, Mallory (March 19, 2019). "A.P.C. Debuts New "Round 16" Collection of Quilts & Pillows". HypeBeast. Retrieved June 19, 2019.
  11. "PFW® - Calendriers officiels des défilés et des présentations". Fédération de la Haute Couture et de la Mode (in French). Retrieved June 21, 2019.
  12. A.P.C. Store Finder
  13. Berlinger, Max (May 24, 2016). "A.P.C.'s Slick New San Francisco Shop Has Great Menswear, Zero Trends". GQ. Retrieved July 14, 2016.
  14. Kane, Florence (February 14, 2010). "New York In The Moment: Jean Touitou, APC in SoHo, 12:05 P.M." Vogue. Retrieved June 19, 2019.
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