A.P.C., founded in 1987, is known for its New Standard jeans.
Jean Touitou established the French brand in Paris, and A.P.C. became associated with understated clothing and raw, minimalist denim. The New Standard is a slim, straight-cut jean made from rigid or relatively untreated denim that changes appearance through wear.
A.P.C. stands for “Atelier de Production et de Création.” The company’s approach differs from heavily branded jeans: its identity is built around simple design, fabric quality and gradual fading.
The New Standard should not be confused with every A.P.C. slim jean or with a generic description of new denim. It is a named A.P.C. model, while the brand also produces other fits and garments.