A.P.C. is a French ready-to-wear brand, founded in 1987 by the Tunisian-born designer Jean Touitou. A.P.C. stands for 'Atelier de Production et de Création' - a matter-of-fact brand statement. A.P.C. is known for its minimalist design defined by clean lines and simple patterns. Logos are rarely visible, allowing the quality of design and manufacture to speak for itself. A.P.C. frequently references military garments for their durability and masculine styling. Other key influences include contemporary sportswear, vintage denim, French workwear and subcultures from Teddy Boys to the '60s Mod movement. A.P.C. has collaborated with some of the world's biggest brands and fashion's foremost tastemakers, from Supreme and Kanye West to Nike and Vans.

Sefton stocks a wide range of A.P.C. clothing, shoes and accessories including the brand's classic 'New Standard' and 'Petit Standard' jeans. The A.P.C. New Standard is the brand's signature product, and the epitome of a modern classic in menswear. First released over 20 years ago, the New Standard marked a return to quality and authenticity in a denim market saturated by stonewashes. Cut from raw Japanese denim with minimalist detailing, the New Standard and its slimmer brother the Petit Standard pioneered the current trend for quality minimalist selvedge denim.
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