We will never have the chance to see an APC´s creation with models dancing on the catwalk ornamented with a pair of horns. The opposite: the subtle fashion brand is defined by a coded elegance that attracts an insightful clientele, seduced by the perfect jeans, shrunken blazers, classic sunglasses and radical T-shirts. In addition to the clothing, the brand unveils a treasure chest each year with different “chosen things”: guitar picks, books (for example, its edition of Charles Anastase illustrations), aftershave, candles, oils, and etc.

Jean Touitou is the stylist who conceived the APC philosophy. Born in Tunisia in 1951, Touitou graduated in history at the Sorbonne in Paris, and never intended to pursue a career as a stylist, but by chance, he began to collaborate with Kenzo and later worked for Agnes B. and Iré. In 1987, he then decided to become independent and create the APC (Atelier de Production et de Création). The designer began by launching a men’s line, which was followed by the women’s collection a year later.

In 1991, APC’s first store opened in Japan and today the brand has stores in Hong Kong, New York, Berlin and Paris, as well as a online. Touitou has always attached great importance to the collaborations, having worked on innovative limited-edition projects with Margiela, Martine Sitbon, Eley Kishimoto and Gimme 5. Jessica Ogden draws a line for children, and since 2004 APC also worked on a small collection of swimwear called Madras, inspired by Indian textiles.

In addition, the company invested in music, with Marc Jacobs and Sofia Coppola, among others, being invited to compile with the APC record company, which also launched dance, French-Arab and punk-jazz music CDs, revealing all the originality of the brand.

By Terry Newman, edited by Terry Jones and Susie Rushton

Photo: APC Costesia Fall / Winter 2002