Finally, after a long wait, one of our favorite labels is back for the Fall Winter 2021 season. Based in Paris, and has been since 1987, this company is one of the flagships of the French clothing industry. Its exact address at the ready number, its headquarters even, known to everyone. For the simple reason that it decorates, in the form of a logo, most of its clothing and accessories. The 39 rue Madame 75006 Paris.
After this little treasure hunt, everyone has found out who it is. The brand APC of course, whose new collection you can find on our shop. We could have continued this little guessing game by mentioning its no less famous founder and president, Jean Touitou. But enough of discussions, let’s get to the heart of the matter.
Atelier de Production et de Création. Code Name, APC.
Yes, obviously most people interested in the label’s clothing know the origin of its name. As well as the origin of its logo “rue Madame Paris”. So here is one of the last great clothing brands to return to the front of the stage for the new season. And, we can say that the production and creation workshop has not reduced its activity lately. And speaking of creation, let’s take a look back at 2020.
Unfortunately in sad memory, this has nonetheless been an active year for Jean Touitou’s company. In the spring-summer season, a collaboration with Persol around sunglasses. And not just any sunglasses, since it is the model with the number 649. A classic of the APC company. Here, the model is reinvented on 3 colors, with acetate manufacture, and all inspired in every detail by the legendary Kurt Cobain. No doubt we could see this pair blooming in the streets of Paris and elsewhere.
Jean Touitou’s company has always liked to draw inspiration from illustrious personalities for the manufacture of its clothing and accessories. So, in the fall of 2020 followed a collaboration around denim with Gwyneth Paltrow. Succeeded her, other great artists throughout the season.
Early 2021, the APC company launches a collaboration with SACAI that we have already covered in our pages. The label’s clothes are reinvented by the Japanese firm, when Tokyo and Paris meet.
The Fall Winter 2021 Collection from a Production and Design Workshop.
And APC is still going strong this Fall 2021, and activity is at an all-time high. The latest “Interaction” was through Suzanne Koller, the company’s stylist. 12 garments for men, and 12 garments for women. All great classics of our wardrobes, but revisited with a surplus of magic. From the simplified basic garment, returned to its own essence, to the cleverly studied detail.
Finally, the official collection, available in our stores. As you can see from our lookbook which illustrates this page, Jean Touitou’s company is once again living up to our expectations. It is not a question of great revolution, of great modification of the clothing, but of a creation based on the meaning of details. A production where the cuts are timeless and contemporary. Where the manufacturing benefits from the best fabrics. The production and creation workshop, based at 39 rue Madame in Paris, has once again signed a great achievement.