A.P.C.

Plain on purpose.

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The denim

Raw and rinsed denim in clean, simple cuts, made to fade with wear.

01 Raw denim

Unwashed, stiff at first, and yours to break in.

02 Petit and New Standard

The house's long-running straight and slim cuts.

03 Clean finishing

No distressing, no fuss.

A.P.C. Sally Jeans in Blue

The house

How A.P.C. began

Jean Touitou founded A.P.C. in Paris in 1987, and the name, Atelier de Production et de Création, says a great deal about the spirit of the house. At a moment when fashion was loud, A.P.C. chose restraint: clean lines, honest materials and no logos shouting from the front.

Read the story

Inside A.P.C.

01 Fits & washes

Every A.P.C. cut and wash, grouped the way you shop.

 02 Size & fit

How A.P.C. sizes, and how to choose between two.

 03 The story

Paris, 1987. Where the house comes from.

 04 Care

Keep the colour, keep the shape.

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