A.P.C. New Standard Jeans

A premium French brand that has focused on minimalist and traditional design since its founding in 1987. Founder Jean Touitou wanted to create clothes that were simple, yet stylish and timeless. The brand became famous for its Japanese raw denim jeans, which gained popularity for their durability and gradual adaptation to the wearer's figure. The acronym A.P.C. stands for "Atelier de Production et de Création".

The hallmark is a clean, simple, no-frills design and timeless elegance. The clothes are designed to be easily combinable and suitable for different occasions. In addition to the aforementioned denim, the brand also uses a range of other high-quality materials such as merino wool, cashmere and Egyptian cotton, ensuring comfort and durability of the garments.

Thanks to its versatility and timelessness, A.P.C. is popular with people around the world who are looking for quality and stylish clothing without bold logos and lettering. The brand's philosophy is focused on honest manufacturing and simplicity. Some of the famous celebrities who wear A.P.C. include Kanye West. He has even collaborated with the brand on several collections.

Check out our range and you'll quickly see that the bet on casual elegance and quality pays off.