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A.P.C.

Jean Touitou started the label Atelier de Production et de Création, or A.P.C., in 1987 as a reaction  to what he saw as the loud, money-focused, gaudy mood of the ’80s. An idealist and revolutionary who had fallen somehow unexpectedly into fashion in the late ’70s, Touitou, born in Tunisia and raised in Paris, was looking for a movement and couldn’t find one, so he decided to create an alternative to what he saw around him. Relying more upon his gut instincts and amalgamating his genuine interests (such as music) and friends into the mix rather than following a more traditional business approach, Jean Touitou’s A.P.C. has established a somewhat timeless chic that continues to resonate today.