hype cog


French label A.P.C. (Atelier de Production et de Création) was founded in Paris by Jean Touitou in 1987. Known for its understated, youthful elegance and impressive fit, the label offers collections with clean lines and simplistic, minimalist styles. It is considered one of the first fashion brands to forefront the fast-growing market of contemporary clothing that fills the void between streetwear and high fashion. Touitou launched the brand to oppose the bold, outspoken and brand-obsessed fashion world of the ‘80s, and the simplistic minimalism of A.P.C. served as a stark contrast to the loud logos. A year after the opening of A.P.C.’s first location in Paris in 1988, Touitou was approached by a Japanese textiles specialist, which eventually led to the label’s range of denim offerings. These are among A.P.C.’s most distinguished pieces, and make up about 16% of A.P.C.’s sales. While influences include working class attire and military silhouettes, A.P.C. is known for having maintained its independence from outside pressures and influences since its inception. Touitou has fiercely preserved the philosophy of producing well-made, high quality clothing of discreet design and simple aesthetic that is sold at affordable prices. The brand has always stayed true to its core of ready-to-wear clothing production and incredible price-to-quality ratio, with no big-budget fashion shows or aggressive expansions to beauty lines and other products, unlike what its fashion counterparts have engaged in. The brand now has over 300 total points of sale with over 50 stores around the world, including Belgium, Germany, Japan, USA, Hong Kong, Singapore and the UK, with its flagship store and headquarters in Paris. Its largest market is Japan, which accounts for almost one third of A.P.C.’s business, followed by France, which accounts for 30% of the business, and followed by the U.S., which accounts for 20%.

A.P.C. Pays Homage to Founder Jean Touitou's Tunisian Roots
Why A.P.C.'s Jean Touitou Thinks the Fashion Industry Must Change Its Ways
A.P.C. Debuts Activewear Collaboration with Outdoor Voices
Louis W. for A.P.C. 2016 Spring/Summer Collection
A.P.C. 2016 Fall/Winter Collection
A.P.C. Reopens Its Flagship Store in Kyoto
Louis W. for A.P.C. 'Comfort' Short Film
A.P.C. Invests in Technical Sportswear Brand Outdoor Voices
A.P.C. 2015 Winter "Cuoio" Keychains


After collaborating with Vanessa Seward since 2012, A.P.C. launch her eponymous label with an on-schedule show at Paris Fashion Week for A/W 15


A.P.C. extends its famous denim line; stretch and stonewashed fabrics joins Japanese raw denim to form A.P.C.'s new range of denim offerings


Collaborates with Kanye West on a capsule collection; a second collection is released in 2014


A.P.C. co-designer Louis Wong launches his own sub-brand of leather jackets called Louis W. for A.P.C.


A new boutique opens in rue Royale, Paris; this store now houses the A.P.C. archive and research garments


The first A.P.C. + Carhartt collection launches


Architect Laurent Deroo refurbishes the rue de Fleurus women's store in Paris, which began a long-standing relationship between Deroo and A.P.C. Deroo went on to become the principal architect for all the A.P.C. stores around the world


www.apc.fr launches


Worldwide sale began for A.P.C. after the launch of the first mail order catalogue


Opening of the Mercer Street Boutique in New York


Opening of the first international boutique in Daikanyama, Tokyo, Japan


The first women's A.P.C. collection is launched


A.P.C. is founded with the first collection simply labelled "Hiver '87". Touitou worked from a space on rue Princesse, Paris that acts as a boutique, showroom, office, and fabric storage
HYPES is a real time popularity metric informing readers of what is trending