Since 1987, A.P.C. has chosen raw denim. At a time when the market was obsessed with pre-washed jeans, the brand was developing an exclusive Japanese selvedge fabric, woven on old looms, dyed with indigo, and left untreated. A pair of jeans that begins its life at the moment of purchase. Nothing has changed: the way you wear it, break it in, use it, even abuse it, is exactly what makes it unique. Where the fabric rubs, the color fades. Where it is protected, it remains. A.P.C. denim takes on the shape, the creases, and the marks of the person who wears it. That’s what this campaign celebrates. The marks we make.
