Famous French Brands: A.P.C.

For most of us, missing luggage is an inconvenience, but for Tunisian-born, Paris-based Jean Touitou, it also served as inspiration. Losing his bags en route* to Barcelona and setting off in search of un jean*, the former Kenzo employee was unimpressed by the options on offer, especially the lack of his favoured raw denim.  

This experience, and his disdain for the OTT fashion of the 1980s, led Touitou to create the utilitarian-chic French label A.P.C. in 1987. Initially selling menswear only, Touitou soon realised les femmes* also craved a fuss-free alternative to loud, trend-led clothing. He introduced womenswear the following year – and the rest, as they say, is history. 

Headquartered in Paris, A.P.C. (or Atelier de Production et de Création*) has become synonymous with high-quality, practical, and casually elegant clothing. Think raw Japanese denim, well-cut basics like the perfect white tee or striped crew-neck sweater, and simple leather accessories. We’ll take the ‘Demi-Lune’ sac* in each colour, svp.

35 years on, the still-independently-owned marque* is highly sought after in Europe, the U.S. and Asia. Collabs with brands and celebs from Asics to Jane Birkin, Goop and Kid Cudi keep things fresh, and A.P.C. stores can be found in the world’s most fashionable cities – including Melbourne.  

But if un vol* down south isn’t on the cards, don’t worry. You can still get that French girl (or gars*) look by shopping the collection online.

*on the way | *jeans | *women | *Production and Creation Workshop | *Half-Moon bag | *brand | *a flight | *guy