“We’re going on a decade or more now of our love affair with A.P.C., when founder Jean Touitou introduced the New Standard jean. It’s the jean you buy and make your own. They are stiff as cardboard at first, but after a couple of wears, they break in like a great pair of shoes. The fit is perfect in that the waist sits on your hips but isn’t too low-rise and the slim, straight leg isn’t too skinny or too wide.
“We recommend holding off on washing them as long as possible to keep the dark, raw denim intact. When you finally do wash them, turn them inside-out in the bathtub with some cold water and Woolite® Dark, letting them drip dry. It’s the perfect jean if you’re going to pair with dressier items like a suit jacket and a pair of brogues – these are jeans that will elevate your look. They’re crisp and stiff and simple in the best way possible.”
—Jim Moore, GQ Creative Director
Each month, the editors of GQ, in collaboration with Nordstrom Men’s Fashion Director Tommy Fazio and the Men’s Shop, will select key items from the pages of GQ to feature right here on Nordstrom.com.
Our Half-Yearly Sale for Men kicked off last week, and it just keeps getting better: Designer Collections markdowns go even deeper starting this morning, with many items up to 60% off. In other words, the time to pull the trigger on that coat, blazer or bag you’ve been eyeing is NOW.
The Look: A.P.C.’s new men’s collection lands online today, and, as always, the unspoken mantra is less is more. You’ll find no shiny logos or gaudy derrière pockets here. What you will find are perfectly cut cardigans, classically cool coats, and a denim shirt without a hint of western kitsch.
The brand’s bio describes this aesthetic as “hysterically normal.” While that first reads like a clumsy translation from A.P.C.’s native French, chances are it’s totally intentional. Minimalism this pervasive doesn’t happen by accident—founder Jean Touitou and team are fanatical about nailing the small stuff. “The A.P.C. team agonize over the choice of a button, the length of a [hem], or other hidden subtleties,” the bio continues. “Often more time is spent stripping down a garment to its bare basics to avoid over-designing.”
Touitou once used the analogy of a chef preparing steak au poivre: “If the meat’s no good, he’s going to focus on the sauce.” With A.P.C., there is no sauce. Just killer materials, prepared masterfully.
The Vibe: If you think minimalism is synonymous with spaced-out electronic music, think again. Check out the raucous soundtrack, namedropping favorite punk and metal bands, on A.P.C.’s 25th anniversary video, above.
Rock and roll is a genre of music, sure—but it’s also an attitude: an irrepressible urge to buck the status quo. Touitou (a former record label owner who was quick to build a music studio at A.P.C. headquarters), founded A.P.C. in 1987, during an era he saw as over-the-top, indulgent, ugly. Poison and Mötley Crüe topped the charts. It’s no coincidence that Nirvana, like-minded proponents of a stripped-down aesthetic (and cardigans), formed the very same year.