Atelier de Production et de Création, more commonly knows as A.P.C. was founded by Mr Jean Touitou in 1987. A.P.C. was born as a provocative reaction against the pretentious fashion that dominated the streets and ateliers of Paris at the time. With a strong belief in clothes not overshadowing the personality of the wearer, people were soon to acknowledge A.P.C. as the go-to place for simple, well-tailored wardrobe staples, inspired by workwear and free from embellishment. Now decades down the line, this minimalistic approach to fashion has become the forefront of the brand identity, cementing A.P.C. as the stable of Parisian cool.