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전 세계의 균형 잡힌 브랜드를 매월 하나씩 소개하는 광고 없는 월간지 『매거진 B(Magazine B)』 제78호《A.P.C.(영문판)》. 새로운 비즈니스를 구상하는 브랜드 관계자부터 브랜드에 대한 감각을 익히고 싶어 하는 이들까지, 브랜드에 관심을 가진 모두를 위해 만드는 진지하지만 읽기 쉬운 잡지이다.

■ About the Publication

Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brand’s hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands.

■ About the Issue

Welcome to the 78th issue of B.

I like to go shopping quite frequently. It is one of the few daily activities that can instantaneously restore my attention and enthusiasm. But sometimes, of course, it becomes exhausting?having to constantly think about what to buy and whether I will like it in the face of a myriad of products. And one day, I started to wonder: Why do so many fashion houses stop enthusing over the beauty and charm of their own creations so prematurely after crafting these beautiful items? Why do they hastily retreat even before the afterglow of success shows any hint of winding down? These questions become more mind-bending when it’s hard to understand how a certain mega trend swallows up many brands some particular season. Although reproducing the same fabulous dress or sandals from a prior season might look uninspired?and almost lazy?the pieces can still exude a timeless beauty. It seems as if I’m not alone in feeling like this, either. Recently, a growing number of Instagram tribute accounts starting with the word “old” have soared in popularity. Chock full of content about the days when Phoebe Philo was the creative director of C?line and Nicolas Ghesqui?re was at the helm of Balenciaga, these image archives celebrate the beauty of bygone days in their own way.

Relatively speaking, French fashion brand A.P.C. has also deftly dealt with this issue. Distancing itself from high fashion, where trends shift from moment to moment, the brand has independently established its own domain and marches to the beat of its own drum. In fact, its way of business has remained so steadfast over the years that even the term “A.P.C. spirit” came into being. Anyone who has visited an A.P.C. store would probably agree that their apparel is neither aggressive nor overstated. Whenever I step into a location, I fall into the world of A.P.C. that feels like a rare breath of fresh air amid the highly competitive fashion.

“If you have to do a coat, you have to do a coat.” This statement by A.P.C. founder Jean Touitou sums up everything about the brand. Rather than focusing on creating a “scene” to be uploaded on social media or leaving an indelible mark on the fashion history, A.P.C. devotes itself to producing clothes that can survive in closets for a long time. That’s why the brand puts basics at the center of its collection each season such as selvage denim pants, floral print dresses, cotton T-shirts, sweatshirts, and leather handbags. And the brand possesses a striking individuality that stands apart from others in that its pieces stay true to their inherent functionality: Its jeans are jeans, its shirts are shirts, and its jackets are jackets. In an era when core functionality is often neglected in the name of creativity or to adhere to some concept, A.P.C. continues to invest in meaningful explorations since its debut in 1987. In light of this, The New York Times declared the brand’s clothing to be “defiantly normal.”

A.P.C. clothing is often defined as “basic” for these reasons. If “basic” means a pure white T-shirt void of even one percent of a statement, A.P.C. is far from basic. In reality, A.P.C.’s “basic” is the result of meticulous calculation that is decorated with what could be called “tricks.” Just like a food that has a simple, yet mind-blowing taste. Jean Touitou himself calls A.P.C. “edited reality.” I adore and support the “complex individuals” who create easy, comfortable goods. I also hope more creators put their talent and skills to use for simple things in the future because the world is sure to become increasingly multifarious and rollicking.

Eunsung Park
Content & Editorial Director

[매거진 B(Magazine B) No.78: A.P.C.(영문판) 목차]

02 Intro

09 Editor’s Letter

12 The Paris Way
Parisians share their experiences with A.P.C.

18 Perspective
Various thoughts by Jean Touitou and the A.P.C.

22 Opinion
Jean Touitou, founder of A.P.C.

28 The Heart of A.P.C.
A.P.C. studio and atelier as the cradle of balanced designs

34 Essentials
Sporting the brand’s essential items, corporate employees talk about the A.P.C.’s aesthetic

44 Brand within a Brand
Collaboratively produced A.P.C. quilts, sneakers, and American clothing line

52 Campaigns
The chronicles of A.P.C. campaigns reflect the brand’s aesthetic

58 Transmission
Introduction to Transmission, published to commemorate A.P.C.’s 30th anniversary, and interview with editor Hayd?e Touitou

64 23 Rue Royale 75008 Paris
The living archive of A.P.C.

72 Opinion
Ezra Petronio, founder of Self Service

78 Interaction
A.P.C. continues to evolve through active explorations into a variety of industries

90 Simply Radical
Four brands seek simple answers from the core

98 Opinion
Masamichi Katayama, founder of Wonderwall

104 A.P.C. in the Cities
Regional characteristics and consumer patterns identified by A.P.C. stores in Paris, London, Tokyo, and Seoul

116 Spirit
A.P.C. enthusiasts react to the brand spirit

124 Heritage Denim
A.P.C. selvage denim embraces the heritage and artisanal spirit of Japanese denim

136 Brand Story
The journey of A.P.C., a brand that grows with understated designs and high quality

144 Interviews
CEO Francois-Cyrille de Rendinger
Art Director Judith Touitou

148 Headquarters
In the heart of A.P.C.’s creative DNA

152 Inspiration
The things that inspire Jean and Judith Touitou

156 Denim Guide
The basic elements of the denim pant

160 Figures
A.P.C.’s growth in numbers

163 References

166 Outro