A.P.C.
L Catterton (majority) · France
A.P.C. is a Paris fashion brand founded in 1987 by Jean Touitou and known for raw denim and minimalist wardrobe staples. Private equity firm L Catterton acquired a majority stake in 2023, and Pierre-Arnaud Grenade was named president in 2024.
| Founded | 1987, Paris |
|---|---|
| Founder | Jean Touitou |
| Owner | L Catterton (majority since 2023) |
| President | Pierre-Arnaud Grenade (appointed 2024) |
| Known for | Raw selvedge denim |
| Website | apc.fr |
What is A.P.C.?
A.P.C., short for Atelier de Production et de Création, is a French brand for women and men built on understated, well-made basics. It is best known for raw selvedge denim, which it markets as raw since 1987, and for leather bags such as the half-moon Demi-Lune.
History
Jean Touitou founded A.P.C. in Paris in 1987 with a menswear collection labelled Hiver 1987. The brand opened early international stores in Tokyo's Daikanyama district in 1991 and on Mercer Street in New York in 1993. It has been on the official Paris fashion calendar since 2018.
A.P.C. is known for frequent collaborations, including partners such as Kanye West, Carhartt WIP, Sacai, Lacoste and Asics. In March 2023 L Catterton acquired a majority stake, when revenue was just over 100 million euros, according to The Impression. In November 2024 Pierre-Arnaud Grenade, previously chief executive of Ba&sh, was appointed president, with Jean and Judith Touitou supporting the move.
Products and positioning
A.P.C. sits in the premium segment with a deliberately minimalist aesthetic:
- Raw and washed denim in several cuts
- Ready-to-wear including knitwear, shirts, coats and sweatshirts
- Leather bags and small leather goods
- Shoes, eyewear and lifestyle items such as quilts, candles and music
Business model and distribution
The brand sells through own stores in major cities, wholesale to selected retailers and its e-commerce site. Its services include a loyalty programme, a recycling scheme and a vintage offer for pre-owned A.P.C. pieces.
Why it matters
A.P.C. helped popularise raw denim and the idea of quiet, logo-light basics long before they became mainstream. Its move into private equity ownership marks a shift from a founder-led independent to a brand with explicit international growth ambitions.
Frequently asked questions
Who owns A.P.C.?
The private equity firm L Catterton acquired a majority stake in A.P.C. in March 2023. Founder Jean Touitou created the brand in 1987 and supported the appointment of a new president in 2024.
What does A.P.C. stand for?
A.P.C. stands for Atelier de Production et de Création. The brand was founded in Paris by Jean Touitou in 1987.