Jean & Judith Touitou

Jean Touitou founded the cool but unpretentious French label A.P.C. in 1987 as a reaction to the extravagant fashions of the 80s. The brand, which was initially launched as a menswear range, but added womenswear soon after, quickly gained traction with hip young Parisians.

Best known for its raw denim, A.P.C. (which stands for “Atelier de Production et de Création”) has become a global success, with a devoted international following and about 80 stores worldwide, on the back of its understated but always fashionable sense of style — or as BoF’s editor-at-large Tim Blanks put it in a profile of Touitou for the brand’s 30th anniversary in 2017, “sometimes boring, always relevant.” Touitou works closely with his wife, Judith Touitou, who has been A.P.C.’s art director since 1997.

Jean Touitou had no educational background in design when he started working in fashion as an office assistant for Japanese designer Kenzo in the late 70s. He left the label and tried — unsuccessfully — to launch a record label before returning to Kenzo as an accountant and eventually founding his own label, A.P.C., in a small store on Paris’ Rue Princesse, which he funded by working as a ghost designer for brands such as Joseph’s of London.

In 2023, A.P.C. agreed to sell a majority stake in the business to the LVMH and Groupe Arnault-backed private equity firm L Catterton. Jean and Judith Touitou continue to be involved in the brand, in which they hold a significant minority stake.