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French label A.P.C. was founded in 1987 by designer Jean Touitou as a reaction to the expensive and pretentious fashion of the time. Touitou’s vision was of simple, well-tailored wardrobe staples which do not overshadow the wearer’s personality and A.P.C. remain true to this understated ethos to this day, allowing the brand to have a constant wardrobe presence which defies passing trends. Shunning celebrity culture and catwalk shows, Touitou opts to use musicians to promote his clothing, a nod to his former position as a record label owner. As well as footwear from their collaboration with renowned Italian shoemakers, Diemme, the A.P.C. range includes sweatshirts, t-shirts, shirts, jeans and jackets all steeped in the brand’s signature Parisian cool.