What's in a name? If you'd posed that question to A.P.C. founder Jean Touitou in 1987, he would have said "not much." While the French designer's clothing brand has stuck to what it knows--unfussy, modern wardrobe staples--for three decades, the one thing that did change was his decision to call the fashion imprint anything at all.
Touitou's first collections favored subtlety over flash in more ways than one: They were simply labeled hiver (French for "winter") and ete (or "summer"), along with the year they were released. But following ETE '88 and HIVER '88, Touitou realized that building any sort of 8brand recognition without an official moniker would be impossible. So in the summer of 1989, A.P.C. (or, more formally, Atelier de Production et de Creation) was born.
This summer, in celebration of the 30th anniversary of its initial incognito launch, A.P.C. has unveiled HIVER '87, a retrospective of some of Touitou's favorite work. This capsule collection features a full run of archive-inspired ready-to-wear and accessories -- many items boasting a commemorative HIVER '87 logo -- as well as the label's first-ever denim cut. Also available now: a reissued chambray shirt from the original A.P.C. collection that's dotted with the initials of some of Touitou's formative influences, from William Blake and Billie Holiday to (the recently added) Kanye West.