Friday, April 2, 2010

APC New Cure


I recently succumbed to the raw denim cult and bought a pair of APC New Cures. The French label APC (which stands for Atelier de Production et de Création, in case anyone was wondering) was founded by Jean Touitou and is based in Paris. APC is known for offering high quality Japanese selvaged denim at pretty reasonable prices considering the market today for brands like Samurai and Momotaro asks about $300-$600 per pair. The APC denim itself is from Japan, but is sewn in Macau, thus the tag reading "Made in Macau." When I first tried them on in the store, the denim was extremely stiff, and still is after five days of intense wear but is starting to soften up as well as stretch a bit. The jeans will end up stretching 2-3 inches which is why sizing down at least one or two sizes depending on desired fit is highly recommended. What shocks people most about raw denim like these is that the jeans should be worn as much as possible and not washed for at least 6 months; I'm aiming for 2 full years. What to do about the stink you may ask? Instead of washing just stick them in a zip lock bag and then off to the freezer. I'll keep updating on the condition of the fades, but for now there's creasing at the knees and slight whiskering near the crotch.

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