A.P.C.

A.P.C. stands for Atelier de Production et de Création. Jean Touitou founded it in France in 1987 as a response to fashion excess. At the time, denim was often heavily treated and artificially washed. A.P.C. went the other way with raw denim jeans that pick up their character through wear. The first pair was the Standard Jean, which had small irregularities such as a straight-grain waistband, details that helped shape the label's identity. Raw denim is still the foundation of the menswear range. Around it you'll find cotton t-shirts, classic shirting and understated jersey pieces, all designed to show off your own style rather than compete with it.