szu
Page language: English

A.P.C.

Basic information

Country
France
Founded
1987
Category
Clothing

Overview

A.P.C. is a French ready-to-wear brand founded in Paris in 1987 by Jean Touitou. Centered on creating simple, high-quality clothes designed to be worn for a long time, it highlights the wearer's individuality through precise cuts and restrained use of color. With raw denim as its hallmark, it has established staples including its denim range and the Demi-Lune bag. Valuing both creation and production, the brand proposes a quiet elegance rooted in everyday life.

Concept

The initials A.P.C. refer to two concepts the brand considers important: the ateliers of production and creation. Without production, creation is merely an idea. Without creation, clothes would be devoid of soul.

Sub-brands

  • A.P.C. GOLF 2022

    A.P.C. GOLF is a golf-oriented lifestyle sub-line derived from A.P.C. Its launch was rooted in founder Jean Touitou’s interest in golf and personal motifs, including a guitar and a classic golf bag inherited from his father. It follows the parent brand’s precise cuts and restrained color palette while bringing together polos, pants, lightweight outerwear, and accessories that balance freedom of movement with wearability in urban life, without becoming overly technical. Unlike the parent brand’s core denim and ready-to-wear, it is positioned as a lifestyle extension through sport. After an initial rollout in Asia, availability has expanded in Europe and the United States.

    A lifestyle line centered on golf

  • A.P.C. Kids 2022

    A.P.C. Kids is a children’s line that reinterprets A.P.C.’s minimalist, polished French casual aesthetic for children. Centered on logo T-shirts and sweatshirts, it offers everyday staples combining material choices such as organic cotton with specifications that take durability and wearability into account, as well as gender-neutral designs. Following its past collaboration with Bonton, in recent years it has continued to offer a children’s category under its own name through the official online store and select stores, serving to extend the parent brand’s wardrobe philosophy to families.

    A kids’ line carrying the parent brand’s aesthetic