Brand I'm Loving- APC

Dominic Lee describes why APC should be your first choice for fashionable attire

Dominic Lee
23rd March 2020
Image Source: on Instagram

Atelier de Production et de Creation (also known as APC) is a Parisian fashion label started in 1987 by Jean Touitou. The brand has a strong focus on quality and makes pieces which can last a lifetime. The only problem is that with quality comes a price tag that I can’t really afford. However, I’ve been following APC for a while now and appreciate their looks.

The brands' pieces are classic French style. Understated but not boring. Key pieces from their men’s collections include their shirting, jackets and knitwear. Their vertical striped shirts are definitely a highlight. Women’s collections also have very strong dress offerings alongside tops.

However, what most people will associate APC with is their denim, which is beautifully crafted from Japanese denim with attention to detail. From skinny light washes to straight leg selvedge the brand have you sorted. This high-quality denim doesn’t just feature on their jeans but also their jackets and bags which could easily complement any outfit. The tote bag from the APC x Carhartt collab is definitely a grail of mine at the minute.

If its collaborations you’re after then how do Kanye West, Kid Cudi, Brain Dead and Carhartt sound? These are just some of the names that the Parisian brand has worked with. Their Kanye collab has some of the most sought after jeans ever created and the recent Brain Dead and Carhartt collabs were easily some of the best in fashion over the past year or so. The brain dead graphic t-shirts perfectly blend streetwear and more classic menswear for a truly unique item.

Nonetheless, the true measure of any great French brand is their striped t-shirt. By this measure, APC has passed the test. Their striped t-shirts are some of the best and a staple of any wardrobe.

Easy to style but not exactly easy on the pocket. If anyone reading the Courier happens to come into a bit of money in the next few weeks and fancy getting themselves some new clothes you couldn’t go wrong with a bit of APC.

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