French label A.P.C. (Atelier de Production et de Création) was founded in Paris by Jean Touitou in 1987. It started, at least partially, with a pair of jeans. Touitou made the first pair in 1989 after being dismayed by the acid-washed options on every shelf when he was in need of new jeans for himself. The fabric he used, a beautiful Japanese selvedge (then quite an uncommon thing), was a gift from a designer he was working for at the time. He worked 15 days to design jeans and went to Japan He was successful. Touitou says. Hedi Slimane, the enigmatic god of high-end denim (first at Dior Homme and later at Saint Laurent) himself, consulted with Touitou about A.P.C. jeans as he was formulating his own line. With a desire to make clothes that are handsome, but, more importantly, wearable. Not conceptual or attention-grabbing or overly sophisticated. Touitou clothes should not overshadow the personality of the wearer. The clothes are chic-but-unassuming in what has since become the stereotype of Parisian fashion, shaped in no small part by A.P.C. since the company's founding in 1987. one of the first fashion brands that fills the void between streetwear and high fashion was born. Touitou launched the brand to oppose the bold, outspoken and brand-obsessed fashion world of the ‘80s, and the simplistic minimalism of A.P.C. served as a stark contrast to the loud logos.The brand quickly became renowned for its simple, well-tailored wardrobe staples, inspired by workwear and free from embellishment. Today, the label's stylish, pared-down aesthetic seems as appropriate as ever; while trends come and go, there is something reassuringly constant and no-nonsense about Mr. Touitou's signature brand of Parisian cool.