Have you read the article from Style.com with Jean Touitou about this?? Like, better to start there I think than my post here. This is a JEAN TOUITOU and Kanye collaboration - APC is Jean Touitou. As simple as that sounds - these are the companies I have such a tendency to fall in love with - ones that have a figure head. I once heard a quote, something like: “Companies can’t be run by democracy. They need a competent tyrant.” Love that. I also love the concept of two insanely passionate characters like Ye and Jean working together - in a room - actually figuring it out. The “figuring it out” part is the challenge. I don’t have a ton of experience in fashion - but I have some. I’ve designed and produced a tiny collection - I’ve sold in stores. I’ve used 3-4 different manufactures. I’ve interned for a women’s formalwear company as a vacation in NYC once. Fashion is super hard. It can really suck sometimes. It’s not photoshop. Obviously its much easier for APC to execute these things - they have a proper supply chain built - but its still challenging to come up with something cohesive, wearable, even manufacturable, and then ultimately sellable at a price point that actually makes money. So yeah, take two characters like Touitou and Ye - its wild, its impressive. And I love that its so focused - I love focus. Everyone loves it - even if they don’t concisely know it. The products/business that are successful are the ones with intense focused.
Anyway, I have to be honest, when I clicked “checkout” on APC.fr this morning I did it as an act of participation in the hustle/struggle/adventure that is this clothing & fashion space. Maybe I’m looking for some sort of fashion business karma - but my goal is to create participants of my collection at some point - work to earn their interest the same way Ye and Jean Toutiou grabbed mine.