APC

A.P.C.

Cult Parisian brand APC – “Atelier de Production et de Crèation” was founded in 1988 by Tunisian born designer Jean Touitou. Its no-nonsense name is indicative of the label’s clean-cut, minimalistic approach to design, which the brand applies to men’s and women’s wardrobe staples with devastatingly cool results.

Effortless and understated APC may be, but it’s an aesthetic that screams ‘Parisian chic’ louder than most. This is as much to do with the obsessive emphasis placed in fabric selection and appropriate fit as the military overtones and rock ’n roll associations which are more immediate hallmarks of the brand. Considerable time and energy is spent in creating the perfect fit, whether it’s raw denim or faultless knitwear, and APC have recently invested in a small weaving plant in France to exclusively provide their shirting fabric.

It’s this understated approach and emphasis on fabric and fit that makes APC such a safe bet from season to season as well as accounting for the brand’s diverse and loyal following; APC pieces have a tendency to transcend age and styles, and where other brands may have taken the opportunity for rapid expansion, APC prefer a more precise and thoughtful approach, ensuring the longevity of the brand as well as its clothing.