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Think of Atelier de Production et
de Creation as the anti-brand of the fashion world. Founder Jean Touitou
vigilantly keeps A.P.C. free of value inflating branding conventions, preferring
the ambiguity of initials over the fabricated gravitas of a designer’s
name. In a market saturated by flashy pocket stitching and gimmicky details,
the simplicity of A.P.C. is profound. A.P.C. isn’t preoccupied with
innovation opportunities, just quality materials and design.
A.P.C. minimalism isn’t for rookies, it’s more like a secret
handshake among the sportswear illuminati.
Raw, clean, pure. Where do we sign up? |
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