A.P.C. opened its very first Dutch store. The mono brand store can be found on the Elandsgracht in Amsterdam. The brand is famous for its minimalistic designs and strong brand DNA, created by Jean Touitou with whom we had a pleasure speaking with. An interesting man who has been doing his own thing for over 30 years already, not adapting to trends.

Please introduce yourself to our readers.

I am Jean Alfred Touitou of A.P.C. I was born and raised in Tunisia. My family moved to France when I was 9.

What is the most exciting part about your job? 

Meeting creative people. 

What is your personal motto?

Be a happy Sisyphus. 

What is your biggest outtake from the current times we are living in? 

The importance of mental health in everyday presence to understand what is going on.  

How did your journey in fashion embark with a career? 

The only career I’m trying to embark in is being a decent human being.

What made you found A.P.C. back in 1987? 

The sweet taste of an adventure to come.

Tell us more about your passion for music and opening a recording studio in 1998? 

Music is everything I can’t express with words. This is a place where you can try to reach perfection and not bother anyone doing it.

What are your first memories with fashion and music?

Choosing Jonathan Richman’s Egyptians reggae for a Kenzo show in 1978 (date .. random precision). The energy was touchable.

What are your upcoming projects for this year? 

Trying to find the Velvet Underground sounds in the studio. Organize parties like in the past.

Tell us more about your newly opened store in Amsterdam? 

I knew I should have done it before, and I am happy to have it done now. Furthermore, the architectural side of things is really clever and beautiful. 

With work you have traveled a lot and seen many places. What are some of your favourites and why?

Here is the truth: I don’t travel that much, I find it very tiring, which is why the song “Tokyo Blues” exists. However, I once went to a weaving plant in Hiroshima which had strong vibes. I will travel again only if I have time to use a boat instead of planes.