A.P.C.
Accessories / Apparel / Bags / Denim / Jewelry / Shoes
There must be a secret (silent) agreement between Jean Touitou and words (he happens to venerate them). However, these seem to slip away when they are summoned to speak about this character who, in...
There must be a secret (silent) agreement between Jean Touitou and words (he happens to venerate them). However, these seem to slip away when they are summoned to speak about this character who, in 2009, lives between Shibuya and Mercer street, rue Madame and Stockholm, Beckett and Cristobal Balenciaga. One is sometimes tempted to ask Jean Touitou if he doesn’t feel like looking back, to have a look at what he’s been up to since his birth in Tunis in 1951. We don’t. He belongs to a category of people who flies across the century without any warning, yet leaving his own touch. When he was sixteen, he backed Chairman Mao. At eighteen he’s ready for university. He joins the Trotskyite International organisation (the O.C.I.) when he was twenty. Dublin was his secret name. As soon as things started, they just kept going on, relentlessly, the way a rhythm section does (dialectics, though steady beat calls for Motown). Store man, then accountant for Kenzo, an associate for the development of Agnes b. in the American continent, associate with Irie and Joseph. He starts A.P.C. (Atelier de Production et de Creation) in 1987 with a men’s collection (the women’s collection will come in 1988). Ideal for this period when lines and guitar riffs are clearly cut out, just in time for an ace to bring us some style. People like Jean Touitou are then asked what he can see of us. He hears, first and foremost. Words are scarce. The sound he can hear is a very nervous one, both haunting and full of urgency. The sound of rock’n’ roll quite probably. The imagery will become his, he will be light and rebellious, rigorous and tight, will aim to what is the most cutting. The paradox is that this sacred energy can’t be found in his collections. They are full of the intriguing distance of those who have said enough. But bursts of sentiment, no such thing, a mere standpoint, an elegant unease. No name, no shouting. No way. Such is the weeded out phlegm of twentieth century dandies: Ray Davies, Brian Jones. This list could go on... Roland Barthes, Adorno, The Beatles, Ma... No names.Brand Details
Founder
Jean Touitou
Brand Strategy
Market segment
Premium
Core business
Apparel
Targets
Men, Women
A.P.C. Flash News
A.P.C. Revenue and Financial Report 2022
Last fiscal year ended on December 31, 2020
Revenue per year
in Thousands of EUR