Simplicity rules in the paired down offerings, all of which are geared toward essential wardrobe needs. The man behind APC is the Tunisian-born designer Jean Touitou. He founded A.P.C. ('Atelier de Production et de Creation') in 1988. The brand is well-known for its minimalistic design. Clean lines, simple patterns and logos are rarely visible. The most popular products are their raw-denim selvage and non-selvage jeans. Essential for Mr. Touitou is the perfect fitting of a pair of denim, so you can find a range of different styles for each silhouette. For denim enthusiasts it is no secret: A.P.C. denim fades quickly.