There are certain brands that are popularized due to celebrity or price point. There are also certain brands that embodied those first two elements, but are also really amazing at creating the perfect denim, and A.P.C happens to be one of those brands. A.P.C which stands for Atelier de Production et de Création was founded by Mr. Jean Touitou in 1987. If A.P.C hadn’t found its special place in mainstream America and Fashion it definitely has now thanks in large part to Kanye West. I always give credit when credit is due. I remember speaking to a friend about A.P.C when I was in college, and they had no idea what I was talking about, but now all they speak about every time they visit NYC is visiting their store in Soho. With notoriety comes inflated price points, and sometimes brands just know their good enough or better than good enough to charge a certain amount for denim, and I agree. We all want well made products, and sometimes those products cost. If you’re a denim lover paying over $100 for a pair of denim is nothing to bat an eye at. It comes natural, starts to feel like an invest more than a purchase. I’ve really fallen in love with raw denim, and raw denim doesn’t come cheap either, but it’s also about getting the most out of your product. A.P.C.; renowned for its simple, well-tailored wardrobe staples, inspiration from workwear, embellishment free, and little to no graphics keeps a special place in the Fashion kid’s wardrobe. Denim is supposed to last you through the toughest times of life, even when you fall and scrape or scratch the denim it’s supposed to add character not make the item garbage.http://usonline.apc.fr | Upgrade your denim!