APC Jeans

The APC jean has embodied a radical approach to denim for over thirty years: raw, unwashed, designed to age with its wearer. Founded in Paris in 1987 by Jean Touitou, APC established Japanese raw denim as a quality standard in contemporary fashion, long before workwear and heritage became mainstream codes. The New Standard, launched in the 1990s, remains one of the most respected jeans in the world, worn by both denim purists and style icons like Kanye West and A$AP Rocky. At Uptown Store, we offer a selection of fundamental APC models, woven in Okayama and assembled with the Parisian rigor that defines the house signature.

Martin and New Standard: The Two Pillars of APC Denim

The APC Martin jean offers a relaxed straight cut, inspired by American workwear, with a mid-rise and relaxed leg that provides a natural, comfortable drape. Available in raw indigo and black, the Martin stands out for its more relaxed silhouette than the New Standard, perfect for contemporary streetwear looks that prioritize volume and ease. The New Standard jean, meanwhile, remains the brand's iconic model: classic straight cut, slightly high-rise, straight leg without being tight, built to develop authentic fades after months of wear. These two models are woven in Japanese raw denim 12.5 oz unwashed, produced in the traditional Okayama mills according to selvedge weaving techniques that guarantee density, longevity, and exceptional aging capacity. Raw APC denim arrives stiff, almost cardboard-like on first wear, and progressively molds to the body, creating wear marks—honeycombs behind the knees, whiskers at the hips—completely unique to each wearer.

How to Wear and Care for an APC Raw Denim Jean

The APC raw denim requires patience and consistency. For the first six months, the ideal approach is to wear the jean as often as possible without washing it, so it perfectly conforms to your body and movements. Purists recommend waiting at least six months before the first wash, in cold water, inside-out, without vigorous spin cycles. This process allows the denim to set natural wear marks and develop deep color contrasts between rubbed areas (which become light blue, almost white) and preserved areas (which retain their dark indigo). Unlike faded jeans made industrially, where the aged appearance is simulated by chemical or mechanical treatments, the raw APC jean ages organically, offering an authentic patina that tells the story of the wearer. For those discovering raw denim, the Martin in indigo or black makes an excellent entry point thanks to its accessible cut, while the New Standard appeals to connoisseurs seeking the iconic silhouette of the Parisian selvedge jean.

APC Jeans at Uptown Store Saint-Étienne

Uptown Store offers a permanent selection of men's APC jeans in-store at 21 rue Léon Nautin in Saint-Étienne and online at uptown-store.fr, with delivery throughout mainland France. We recommend visiting the store for advice on choosing the size and fit suited to your build—raw APC denim fits true to size but stretches slightly with wear, so it's recommended to choose a snug size on first fitting. Also discover our complete selection of men's pants and jeans to complete your denim wardrobe, from workwear cuts to contemporary slim silhouettes.