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. 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.
