A.P.C.
New Standard (1987)Founded in 1987 by Jean Touitou, A.P.C. (Atelier de Production et de Création) is known for its minimalist designs, clean lines and simple patterns with rarely visible logo’s.
In reaction to the bleached, acid-washed and dyed denims in every shade of fluorescent which were common in the eighties, Jean Touitou created a slim cut and classic jean inspired by Levi’s iconic 501 model (which also features on Wikiconic). He audaciously named it the ‘New Standard’. Made out of Japanese selvage denim, dyed in deep indigo and unwashed, the New Standard allows denim enthusiasts to achieve a lot of wear and fading quite quickly if they wish. Over two decades later, the A.P.C. New Standard is seen as the benchmark clean and raw jean.
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