the marks we make
Raw seit 1987
Raw seit 1987
Als A.P.C. in den späten 1980er Jahren diesen Stoff entwickelte, schwor der Markt auf verwaschene Jeans. A.P.C. traf die umgekehrte Wahl: eine Jeans, die ihr Leben erst mit dem Kauf beginnt. Diese Wahl ist zu unserem Markenzeichen geworden.
DAS HANDWERK
Raw Kunst
Roh, unbehandelt, mit Indigo gefärbt, verändert sich der Denim von A.P.C. mit der Zeit: Wo das Material Reibung erlebt, verblasst die Farbe; wo es geschützt ist, bleibt sie bestehen.
Die A.P.C.-Schnitte
Women fits
MÄNNERHAARSCHNITTE
Früher trugen Butler die neuen Kleider ihrer Arbeitgeber ein, um das Material zu lockern. Das Butler-Programm ist von dieser Tradition inspiriert. Die Zeit hat ihre Arbeit bereits getan. Es liegt an Ihnen, die Führung zu übernehmen.
THE A.P.C. DENIM BIBLE
Everything you ever wanted to know about A.P.C. raw denim, answered in 99 questions. You've wonder how much a fabric actually weighs, what a selvedge really means, which cut would actually work for you? The answers are all here — along with a few less respectable truths, including one that involves Johnny Burnette and a highly unorthodox breaking-in method.
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When Jean Touitou launched his brand in 1987, he had already worked at Kenzo, agnès b., Irié, and in the music industry. He knew fashion from the inside. The first men's collection had no name. Just a label: "WINTER 87."
At the time, the denim market was ruled by artificial fading, stone-washing, and jeans chemically aged before anyone had even worn them. Launching a raw jean was a refusal of that acceleration. A raw jean begins its life when you buy it. Raw was a commercial anomaly. It ended up defining the brand.
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A guitar neck and a dagger, crossed. It's the only visible distinguishing mark on an A.P.C. jean, and you have to look closely to see it. The guitar is Jean Touitou's 1964 Gretsch Tennessean. The dagger belonged to his grandmother, nicknamed Ninette, who used it as a letter opener. Since 1988, this symbol has appeared on the first button of the jean, along with the words "Rue Madame près du Luxembourg."
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Because the ambition was to make the reference jean. The one you keep, wear out, and buy again in exactly the same form. Standard doesn't mean ordinary. The Standard is the benchmark — the measure everything else is judged against. When Jean Touitou designed that first jean, he didn't know all the rules. For instance, a jean's waistband is normally cut on the bias. He cut it on the straight grain, out of inexperience. Nobody noticed. It stayed that way. An anomaly that became a hallmark.
The Standard was born from what he knew — and from what he didn't. And sometimes, not knowing the rules beats knowing them.
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Yes. Against obsolescence, against the pre-aged look, against the idea that a garment should be finished before it's worn. Wearing a raw jean means accepting that you're part of making it. The real work begins with the person who wears it, not at the factory. It's almost political.
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When you start recognizing it without a label. When you spot someone on the street and think: "that's an A.P.C." It takes time. Years. But through sheer consistency, the garment ends up signing itself. The cut, the fabric, the drape. No need to shout its name.