Atelier de production et de création, commonly known as A.P.C., was founded in 1987 by designer Jean Touitou. The Paris-based brand is renown for its minimalist design and urban silhouette, and has maintained its timeless aesthetic and philosophy through years. Among the three major categories, i.e. ready to wear, denim and artist collaborations, its jeans shall take credit for getting its name out.
Most people are drawn to its raw denim at the first place. Given that raw denim is a niche product for hardcore jeans lovers and that only a few high-end brands work with the Japanese on crafting the “luxurious” raw denim, A.P.C. is indeed a great choice for high quality selvage denims at affordable price ($185 - $210). In comparison, the prominent Japanese raw denim brand EVISU costs about $300 a pair.
Designer Jean Touitou is extremely confident of his jeans. He claimed that he had never paid attention to other jeans brands because he believed no one made better jeans than he did.
I got my eyes on A.P.C. Jeans when reading an interview with GQ's creative director, Jim Moore, who claimed that he went through years of wearing only four pairs of A.P.C. jeans. IMHO, a pair of high quality go-to jeans is a fundamental piece of men's modern wardrobe. So it’s definitely worth the investment for a pair of "perfect" denim that fits, comforts and makes a statement of yourself.
Early last year, I paid a visit to A.P.C.'s Soho store for a pair of Petit Standard (skinny) in black. As a skinny person, I was very pleased to discover that their waist run down to 27". Their Petit Standard cut works like magic to me. They are not skin tight, but manage to contain the skinny silhouette. There are two other cuts: Petit New Standard, a unisex and tighter version of Petit Standard, and New Standard that's equivalent to slim fit.
The Petit Stantdard definitely became my wardrobe staple piece and they showed up in many of my looks. Definitely a worthy investment.
If Levi’s is famous for inventing and producing classic denims over centuries, then A.P.C. shall be a modern interpretation of jeans in contemporary lifestyle. I highly recommend A.P.C. jeans if you're considering adding a new pair to your wardrobe.
GRADED BY SYCOMORE