Jean TouitouThe A.P.C. founder on the demands of hype and craft.

Jean TouitouThe A.P.C. founder on the demands of hype and craft.

  • Words Annick Weber
  • Photography Bastien Lattanzio

“Leave me alone and let me do exactly what I want to do.” Few brands would release such a statement for their 35th anniversary, but coming from Jean Touitou—the founder of A.P.C.—it’s perhaps less of a surprise. Since launching his clothing label in Paris in 1987, the entrepreneur has changed the way we consume fashion, giving the world a wardrobe built on chic staples rather than trends. It is as though, in refusing to play by the industry’s rule book, Touitou has changed it: Much of what other brands preach today—a less-is-more ethos, the use of natural materials and a penchant for clean, gender-defying cuts—has always been part of the A.P.C. story. 

In his label’s 35-year-long history, Touitou has collaborated with everyone from American work wear giant Carhartt WI...

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