A.P.C. Has Sold Untreated Raw Denim Since 1987

A.P.C. raw denim has been made from an exclusive Japanese fabric, untreated and dyed in indigo, since 1987. This season's campaign is built on that one choice: a jean that starts its life at purchase and develops a patina shaped entirely by the person who wears it.

Hiroshima Came First, in 1987

Jean Touitou built A.P.C.'s first collection in 1987 around raw denim after travelling to Hiroshima, where he had been told the best denim fabric was made. A weaver near Hiroshima already knew his work and offered a version of the cloth that would belong to A.P.C. alone.

Every A.P.C. jean is still cut from that Japanese fabric, a 14.5 oz twill woven on vintage 27 inch shuttle looms, according to the brand's denim pages. Those looms run more slowly and with less tension than modern machines, and the slight irregularities in the cloth are part of its character.

Untreated Cloth Leaves the Finishing to the Wearer

The fabric reaches the shop untreated, so the fading, creasing and patina that A.P.C. denim is known for are not added at the factory. A.P.C. says it chose raw denim in 1987 at a time when the market was obsessed with prewashed jeans.

The campaign copy puts the idea plainly: "a jean that begins its life at purchase, that records every movement, every crease, every life lived in it." The point of buying the cloth blank is that no two pairs end up alike.

Poiblanc, Ward and Boujtita Behind the Campaign

Ludivine Poiblanc is the creative director of the campaign, Luca Ward photographed it and Salim Boujtita made the videos. Makram Bitar handled styling, Ben Grimes the casting direction and Caballo Services the set design. The images belong to the same season as A.P.C.'s Fall Winter 2026 Heritage in Motion campaign.

The denim has a long run inside the brand's catalogue, from the Breton stripe polos A.P.C. brought back in August to the Interaction #30 project with Fragment Design. The collection is in A.P.C. stores and on apc.fr.