Thanks to the campaigning of the numerous Francophilic clothing fans in London, Uber-French denim brand A.P.C has this month opened a new store in the fashionable throes of Mayfair’s Dover Street.
Started by Tunisian-born designer Jean Touitou back in 1988, A.P.C is best known for clean lines, minimal adornments and pale pastel tones. This season however, Breton stripes are back to the fore, as if in proof of the brands unflinchingly French roots.
That said, Touitou saw the fall of Lehman Bros back in September as a cue to make a move Brit-side, in order to avoid – in his own words – ‘arrogant London estate agents’, and it seemed Touitou upped sticks at just the right time, as A.P.C has found itself in good company just down the road from Comme des Garcons’s flagship London store.
Designed by French architect Laurent Deroo, the A.P.C store comes spread over two floors and decked in Deroo’s trademark teak style cladding.
The beautiful store makes the best of the relatively small interior space. Deroo has played on A.P.C’s pared-down style - keeping things woody, white and airy with plenty of light throughout, and key items dotted sporadically rather than lumped together – affording the space the innately unfussy A.P.C asethetic for which it is known and loved.