A.P.C. was borne out of a reaction to the eccentric fashion trends of the eighties. This minimalist Paris-based label was founded in 1987 by Jean Touitou, who believed that a man's wardrobe should not over-shadow his personality. A.P.C. began by offering up simple tailoring and a neutral colour palette for an everyday wardrobe that was easy-to-style, exemplifying an effortless 'Parisian cool' attitude. Look now to A.P.C. for the same brand values and an expanded portfolio of ready-to-wear that includes premium cotton hooded jackets and sweatshirts.