A.P.C.

Bringing French Minimalism to the World with A.P.C.

When you think of France, I don’t think your mind is immediately drawn to its favouritism of minimalism or such principles. While minimalism doesn’t manifest in the pores of everyday life like in other countries, it certainly affects fashion and how French people care about dressing daily. They are a nation of practical and hardworking people, favouring clothing that serves a function whilst still presenting itself appropriately. There is a reason why France is home to the work jacket, a fashion icon of past and present. With this in mind, let’s look into A.P.C., a French label that has been operating for over 35 years on these principles.

The newest addition to HHV’s brand arsenal, A.P.C., embodies the spirit and charm of minimalist design, as far as clothing goes. Founded in 1987 by Jean Touitou, A.P.C. bleeds blue, white and red because it is French to the core. Over four decades, Touitou’s brand has forged an identity that has influenced domestic and international style for its unrelenting commitment to timeless design, quality and simplicity.

There is a handful of brands that occupy the same space as A.P.C., all relishing a quality over quantity ethos, reinterpreting ordinary wardrobe silhouettes to be anything but, such as Our Legacy, Norse Projects and orSlow. And, while their work comes highly regarded, A.P.C. is the forefather of this corner of the industry and has stood unwavering for nigh on 40 years. Its focus on classic garments made using high-quality materials has garnered a loyal customer base and earned them a healthy reputation. In its home nation, A.P.C has laid the foundations for others to follow and it has paid off for these labels, too, from AMI Paris to Maison Kitsuné.

A.P.C. has proved that no matter what transient trends come and go, being true to oneself has allowed the French brand to navigate through some turbulent times in the industry. It’s really simple once you think about it, but steering clear of trends and not jumping onto what comes and goes has allowed the brand to continue to supply a capsule wardrobe of timeless pieces that are suitable for all ages and genders. A.P.C. is a reminder to back yourself, even when it feels like everything else is against you. This approach has worked well for them.

From 1987 to the present day, while other designers and brands were doing their own thing, or perhaps following the majority and creating what they thought consumers wanted, A.P.C. devoted itself to its craft and adopted a less is more approach, valuing quality over quantity. From knitwear crafted using alpaca and merino wool to highly coveted selvedge denim, A.P.C. has developed a uniform for the discerning consumer who is conscious of their appearance and prefers 2 pairs of jeans over 15.

Now, this would prove to be a pretty sub-par biopic on A.P.C. if I failed to mention their denim – this is the sole reason why I am aware of the brand in the first place. When you think of denim, they are one of the first that comes to mind where jackets and jeans are concerned. Not content with just jackets and jeans, A.P.C. doubled its efforts to produce denim skirts, dresses, coveralls, caps and accessories, ensuring that quality is up to standard across the board. From indigo selvedge to stonewashed and Japanese denim, there is a wash and type out there for everyone, from casuals to denim purists.

Recognising the importance of partnerships, A.P.C. is credited as collaborating with industry-leading brands like Nike and Carhartt WIP to musicians like Kanye West who have come to the table to bring their collaborative flair to any project. One partner in particular who seems to be fully aligned with their design language is Justin Saunders’ creative studio, JJJJound, whose previous capsules infuse minimal essentials with humour without sacrificing their fundamentals: quality and craftsmanship.

For its inaugural offering of goods, HHV welcomes a handful of pieces from A.P.C.’s Spring ‘24 collection, including denim jeans, knitted cardigans, shirting and sweatshirts. Each piece seeks to represent a different element of the A.P.C. universe.