A.P.C. was born from a reaction against the vulgar and pretentious fashion that was all the rage in Paris at the time. With a belief that clothes should not overshadow the personality of the wearer, A.P.C. quickly became renowned for its simple, well-tailored wardrobe staples, inspired by workwear and free from embellishment. A.P.C. soon became famous for it’s excellent fits: the High Standard for women and the New Standard, Petit New Standard and Petit Standard for men. All A.P.C. jeans are made of Japanese denim that is celebrated for the quick fades it produces.