APC is Paris style – so French you’ll think you’re in a Jean-Luc Godard movie.
For the last 20 years, Jean Touitou has designed sober clothes for men and women with an edge of underground cool and has never yet put a foot wrong. He takes classic shapes: v-neck sweaters, straight-cut jeans, lumberjack shirts and does - well, it looks like nothing, really, but that’s his secret.
The label has frequently works with guest designers including Brits, Eley Kishimoto and Jessica Ogden. This season there are a lot of smocks (the Japanese love his côté kawaii and there’s a store in Tokyo) which I’m feeling a little long in the tooth to wear, but I’ll be buying the classic navy and white stripe “French” T-shirt with long sleeves.
There’s an APC general store selling the label’s eclectic CDs and subtle scented candle, and also a children’s collection. The label’s famous unwashed denim jeans start at 130 Euros.