A.P.C. - minimalism and that's their final word.
30 years ago, A.P.C. was revolutionising the world of fashion by unveiling minimalist ready-to-wear collections. The French brand succeeded in making a clear and concise vision, also including bags and accessories.
Anti-fashion by a warehouseman-turned-designer.
Under the guidance of its founder, Jean Touitou, French brand Atelier de Production et de Création reveals timeless, uncomplicated fashion. After spending some time working for Kenzo in the warehouse, Jean Touitou was involved in exporting Agnès b. to New York before helping Irie, a young Japanese designer, launch his clothing brand. It is around that time - in 1985 to be precise - that he started wanting to create his own wardrobe, in a style that went against the grain, revealing cuts that were sharp and pure. The designer laid claim to a minimalist look and presented a menswear collection with clean silhouettes and a free spirit. Eager to share his concept of fashion with everyone, the following year he unveiled his first female line, memorable for its white dresses, black coats and raw denim jeans.
Jean Touitou ignored initial criticism of the severity of his designs, and his clothes ended up carving a place for themselves in the world of fashion. Over the years, the French fashion house broadened its horizons, even publishing a selection of works and producing films and music. In keeping with his origins, Jean Touitou has also created a Tunisian A.P.C. line with mats, "foutas", baskets, bowls, etc. Finally, a collection of bags and small leather goods further demonstrate the brands values; simple pieces made with luxury materials.
From neutral basics to the world of music.
On the heels of its Parisian address, used also as a workshop and showroom, A.P.C. opened a shop in Tokyo, then another in New York. Today, there are around forty A.P.C. boutiques in France. The French design house occasionally pairs up with other brands or develops parallel lines, like Louis W27, in tribute to the dress style of hip-hop dancers. Today, it offers a complete range of accessories and ready-to-wear for men and women, created with the marriage of clean cuts and luxury materials. Together with the clean lines of its beginnings, A.P.C. has started introducing whimsical touches playing on contrasts for added impact. Also involved in the world of music, the brand has brought out over 25 albums - notably those of Lili Boniche, Jean-Baptiste Mondino and Septeto Nacional de Cuba.
A.P.C.'s minimalism allows the full spectrum of combinations, opening up the possibilities of self-expression to one and all. Amongst the label's iconic pieces, basics, some favourites are: