A.P.C. is a Parisian fashion brand founded by Jean Touitou in 1987 during an experiment with a men’s clothing collection called Hiver 87. A.P.C., which stands for Atelier de Production et de Création, is known for the unique and unassuming yet highly refined aesthetics applied to top-quality fabrics in their products. With iconic items like Japanese selvage denim pants, the Half Moon bag, and the Judith Sandals, A.P.C. extends its appeal beyond Paris to global metropolises like Tokyo, London, and LA, generating a cult-like following worldwide.

Welcome to the 78th issue of B.

I like to go shopping quite frequently. It is one of the few daily activities that can instantaneously restore my attention and enthusiasm. But sometimes, of course, it becomes exhausting—having to constantly think about what to buy and whether I will like it in the face of a myriad of products. And one day, I started to wonder: Why do so many fashion houses stop enthusing over the beauty and charm of their own creations so prematurely after crafting these beautiful items? Why do they hastily retreat even before the afterglow of success shows any hint of winding down? These questions become more mind-bending when it’s hard to understand how a certain mega trend swallows up many brands some particular season. Although reproducing the same fabulous dress or sandals from a prior season might look uninspired—and almost lazy—the pieces can still exude a timeless beauty. It seems as if I’m not alone in feeling like this, either. Recently, a growing number of Instagram tribute accounts starting with the word “old” have soared in popularity. Chock full of content about the days when Phoebe Philo was the creative director of Céline and Nicolas Ghesquière was at the helm of Balenciaga, these image archives celebrate the beauty of bygone days in their own way.

Relatively speaking, French fashion brand A.P.C. has also deftly dealt with this issue. Distancing itself from high fashion, where trends shift from moment to moment, the brand has independently established its own domain and marches to the beat of its own drum. In fact, its way of business has remained so steadfast over the years that even the term “A.P.C. spirit” came into being. Anyone who has visited an A.P.C. store would probably agree that their apparel is neither aggressive nor overstated. Whenever I step into a location, I fall into the world of A.P.C. that feels like a rare breath of fresh air amid the highly competitive fashion.

“If you have to do a coat, you have to do a coat.” This statement by A.P.C. founder Jean Touitou sums up everything about the brand. Rather than focusing on creating a “scene” to be uploaded on social media or leaving an indelible mark on the fashion history, A.P.C. devotes itself to producing clothes that can survive in closets for a long time. That’s why the brand puts basics at the center of its collection each season such as selvage denim pants, floral print dresses, cotton T-shirts, sweatshirts, and leather handbags. And the brand possesses a striking individuality that stands apart from others in that its pieces stay true to their inherent functionality: Its jeans are jeans, its shirts are shirts, and its jackets are jackets. In an era when core functionality is often neglected in the name of creativity or to adhere to some concept, A.P.C. continues to invest in meaningful explorations since its debut in 1987. In light of this, The New York Times declared the brand’s clothing to be “defiantly normal.”

A.P.C. clothing is often defined as “basic” for these reasons. If “basic” means a pure white T-shirt void of even one percent of a statement, A.P.C. is far from basic. In reality, A.P.C.’s “basic” is the result of meticulous calculation that is decorated with what could be called “tricks.” Just like a food that has a simple, yet mind-blowing taste. Jean Touitou himself calls A.P.C. “edited reality.” I adore and support the “complex individuals” who create easy, comfortable goods. I also hope more creators put their talent and skills to use for simple things in the future because the world is sure to become increasingly multifarious and rollicking.

Eunsung Park
Content & Editorial Director

Intro


Editor’s Letter


The Paris Way

Parisians share their experiences with A.P.C.


Perspective

Various thoughts by Jean Touitou and the A.P.C.


Opinion

Jean Touitou, founder of A.P.C.


The Heart of A.P.C.

A.P.C. studio and atelier as the cradle of balanced designs


Essentials

Sporting the brand’s essential items, corporate employees talk about the A.P.C.’s aesthetic


Brand within a Brand

Collaboratively produced A.P.C. quilts, sneakers, and American clothing line


Campaigns

The chronicles of A.P.C. campaigns reflect the brand’s aesthetic


Transmission

Introduction to Transmission, published to commemorate A.P.C.’s 30th anniversary, and interview with editor Haydée Touitou


23 Rue Royale 75008 Paris

The living archive of A.P.C.


Opinion

Ezra Petronio, founder of Self Service


Interaction

A.P.C. continues to evolve through active explorations into a variety of industries


Simply Radical

Four brands seek simple answers from the core


Opinion

Masamichi Katayama, founder of Wonderwall


A.P.C. in the Cities

Regional characteristics and consumer patterns identified by A.P.C. stores in Paris, London, Tokyo, and Seoul


Spirit

A.P.C. enthusiasts react to the brand spirit


Heritage Denim

A.P.C. selvage denim embraces the heritage and artisanal spirit of Japanese denim


Brand Story

The journey of A.P.C., a brand that grows with understated designs and high quality


Interviews

CEO Francois-Cyrille de Rendinger

Art Director Judith Touitou


Headquarters

In the heart of A.P.C.’s creative DNA


Inspiration

The things that inspire Jean and Judith Touitou


Denim Guide

The basic elements of the denim pant


Figures

A.P.C.’s growth in numbers


References


Outro


PUBLICATION RIGHT

Publisher Suyong Joh
Executive Director Myungsoo Kim
Content & Editorial Director Eunsung Park
Lead Editor Narae Kim
Editors Chanyong Park, Jean Kim, Hyun Son, Sol Lyu
Photographer Miyeon Yoon
Assistant Editor Dongeun Han
Managing & Editing (English Edition) Jean Kim
Translation (English Edition) Rancy Kim, Bongah Shin, Hyejoo Lee, Seongae Yang, Soonok Hwang
Copy Editing (English Edition) Sarah Kessler-Jang
Correspondents Mihye Nam (Tokyo), Lena Shin (LA), Alex Seo (London), Sanghyeok Lee (Berlin), Hyeseon Jeong (Paris), Mark Carter (Bangkok)
Thanks to I.D. LOOK LTD
Art Direction & Design Gyeongtak Kang
Assistant Design Sooah Lim
Marketing Hyunjoo Kim, Yeubin Kim
Sales & Distribution Suyeon Kim, Kiran Kim
Publishing JOH

REFERENCES

The Skirt Chronicles
M Le Magazine du Monde
Purple
The Vintage You
A.P.C. et Laurent Deroo Architecte 2000-2015
Hotel Il Pellicano
Japan Denim
Denim: From Cowboys to Catwalks: A History of the World’s Most Legendary Fabric
Wonderwall Case Studies: Works by a Global Interior Design Firm
The Business of Fashion: BoF
CR Fashion Book