As part of their 30th Anniversary celebrations, A.P.C. will launch a capsule collection of clothing in stores and online on the 13th of July.
Hiver ’87 pays homage to A.P.C.’s first collection, and features popular prints, accessories and silhouettes from the past thirty years.
“Thirty years; you go, you run, you breathe, you keep running. And, suddenly thirty years of your own history has been written.
Even though I do sincerely have disdain for the use of a brand’s anniversary as a business tool, I could not just stand still and say “yes, sure, thirty years, so what” – I seriously couldn’t do that.
One could be a rebel up to a certain limit, this is why we decided to label quite some pieces of Winter 2017 collection with the first label used by A.P.C. thirty years ago, which read: Hiver ’87. Meaning, screw branding.
We live in a world in which the past has no future, even the future has no future. It’s only about liking or disliking immediacy.
In this environment, one needs to pay homage to one’s own history since there is quite a good amount of consistency in it, and this consistency never meant immobility.
I am proud of this history since we managed to remain relevant, even if sometimes boring.
I am actually even proud of this boring factor, since it had so many different aspects along the time.
This label; Hiver ’87, is not going to scream anniversary, but is going to mean it.” – Jean Touitou, A.P.C Creative Director & Founder
The Hiver ’87 Collection, by A.P.C.