23 August 2013


Founded in 1987, A.P.C. has been one of our favourite brands for a while now. The founder Jean Touitou is quite the opposite from our last Avant Garde-themed post, expressing a simplified but highly thoughtful line of basic apparel. The brand focuses on being clean cut with a keen eye for detail (matching up fabric motifs carefully at the seams) and using the highest quality materials all assembled with care. Jean Touitou in an interview with CoolHunting has said that achieving a simple look is actually quite difficult. “People think it’s basic so it’s easy to design, it’s much more complicated to design a very simple thing.”

Check out Jean Touitou’s interview: http://vimeo.com/24419902

The best way to understand the beauty of Jean Touitou’s work with A.P.C. is to own a piece of his apparel — you’ll be grateful you did.  From the quality of the workmanship and the materials used, to the perfectly proportioned design details and fit, you’ll love it more each time you wear it.

Here are some of A.P.C.’s past campaigns:

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A.P.C has also branched out into home products, take a look at this beautiful handmade quilt and other home products:

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And the stores are pretty incredible too, take a look!

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