A.P.C. is short for Atelier de Production et de Création, or Studio of Production and Creation. A name that is clear and straight to the point, just like the brand, which set a blueprint for fashion at the turn of the 21st century, with its functional and timeless cuts, always elegant, and impeccably cut from quality fabrics.
The story starts with the raw denim jeans turned cult-classic, created by Jean Touitou, the brand’s founder. With fabric sourced in Japan, the jeans became a world-wide hit, and rapidly rose as an A.P.C. classic, granting the brand international fame. The brand later came out with a complete collection it developed for men and women, which can now be found in London, New York, Tokyo, and of course, Paris.
So Left Bank…
The two historic shops are located opposite each other on Rue Madame, where they fit perfectly into the neighbourhood, where good taste goes hand in hand with tact and discretion. In rooms bathed in light beautifully enhancing the brand’s colour palette (washed blue, camel, off-white, khaki), you’ll find all the men’s and women’s collections.
Today the label counts about ten boutiques in Paris, including the most recent one on 40 Rue Jacob. A 10-minute walk away, its the first A.P.C. shop entirely dedicated to accessories; bags, shoes, and jewellery which exude the same simplicity and quality.