A.P.C.

Jean Touitou founded A.P.C., the Atelier de Production et de Création, in Paris in 1987 as a quiet answer to the excess of the decade: clean lines, few logos, good cloth. Its raw selvedge jeans, the Petit Standard and New Standard, stiff at first and fading with every wear, made A.P.C. a cult among denim devotees, and the half-moon Demi-Lune bag did the same for its leather goods. L Catterton bought a majority stake in 2023; Touitou remains creative director.