The fascinating inside story behind the cult French fashion label A.P.C.

This September, on the occasion of A.P.C.’s thirtieth anniversary, Phaidon published A.P.C. Transmission, the first and only book to shed light on the history, inner-workings and creativity of the celebrated Parisian fashion label. From the brand’s famous raw denims to their quietly luxurious knits, this timely book is a celebration of A.P.C.’s meticulous, restrained and stylish approach to fashion since launching.
Founded by Jean Touitou in 1987, A.P.C. – meaning Atelier de Production et de Création – was born from a reaction against the ostentatious fashion that was all the rage in Paris during the eighties. With a belief that clothes should not overshadow the personality of the wearer, A.P.C, became renowned for its simple, well tailored wardrobe staples, free from embellishment and inspired by workwear. With stores across the world, – from Paris to London, Tokyo to New York, and Osaka to Melbourne – A.P.C. has attracted a global cult following, establishing itself as the leader in cool urban mens and womenswear.
Part retrospective of the brand and part personal scrapbook and visual diary, A.P.C. Transmission is arranged into three parts. The first, ‘percept’ comprises a series of collages from Touitou’s life before A.P.C. The second chapter, ‘written material’ includes texts, penned by Touitou, which shed light on the fascinating inner workings of the brand. Encompassing presentation speeches, memos, instructions, collection notes, and press releases, this section provides readers with an understanding of the brand’s ethos and the inspirations and stories behind the collections. This beautiful book concludes with a complete catalogue of A.P.C.’s creations from its inception to the present day.
Contained within these parts are never-before-seen illustrations, ephemera, and hundreds of previously unpublished personal archive images – including invitations, postcards, ad campaigns, images of their stores, and collaborations with other designers – which enable readers to immerse themselves in the story of A.P.C. and truly appreciate the beauty of their work.
Clothbound with crisp white and rich blue lettering, the book itself reflects Touitou’s signature brand of Parisian cool. Carrying the same minimal style as A.P.C.’s understated aesthetic, the book’s chic design will appeal to anyone with a keen eye for contemporary design.
A.P.C. Transmission is an unprecedented insight into the label’s kaleidoscopic and dynamic world of creativity and enterprise. With its blend of inspiring images and Touitou’s personal musings, this elegant monograph is an essential read for both A.P.C. fans and fashion enthusiasts alike.