A.P.C., A SUSTAINABLE BRAND FOR 35 YEARS
Since its creation in 1987, A.P.C. has continuously aimed to achieve the best balance between creativity, simplicity and viability. “An authentic meatball has to be prepared with old bread. I’ve always been obsessed with the idea of salvaging, and we’ve constantly taken this approach at A.P.C.,” sums up brand founder Jean Touitou. Convinced that fashion must be eco-responsible and mindful of the social fabric, A.P.C. has implemented a number of concrete initiatives to improve its environmental footprint and ethical responsibility.
From the very start, the brand has opted for natural fibres and raw denim, whenever possible, to minimise the use of polluting stonewashing processes. Most of the cotton comes from organic farming, while other more responsible materials, such as recycled cashmere, are increasingly present in the collections each season. A.P.C. has also made a commitment to completely stop using fur and to only use feathers verified by a certification body ensuring their ethical origin.
In 2021, A.P.C. decided to stop using single-use Kraft paper bags and gift bags in stores. In 2019, before the arrival of new recycled and recyclable packaging, 172,850 paper bags and gift bags were distributed.
The A.P.C. kitchen is also a meeting room where eco-friendly measures are encouraged. Individual waste bins have been removed from offices. Coffee capsule machines have been replaced by grind-and-brew coffee makers, and plastic water coolers and cups are no longer present.
In 1992, A.P.C. opened its first Surplus in the centre of Paris to sell unsold products at reduced prices. Its Surplus stores are now located on rue André del Sarte, at the foot of the Butte Montmartre, as well as rue Jacob in Saint-Germain-des-Prés. Since 2018, the Surplus offer has also been available online.
Set up in 2008, the Butler programme allows clients to bring in raw denim jeans that have been worn for a long time and developed a natural faded finish. In return, these clients receive a 50% discount on a new pair of jeans. After being washed and mended, the Butler is put back on the sales floor, ready to be worn by a new owner.
The Quilts project took form in 2010, springing from Jessica Ogden and Jean Touitou’s shared love of patchwork and the aim to give new life to A.P.C. fabric stocks that have accumulated over the seasons. One-of-a-kind, these quilts with their diverse patterns, sizes and colours reflect the brand’s history.
In 2022, A.P.C. decided to devote its store on rue Notre-Dame-de-Nazareth in Paris to vintage. Clients can bring their old A.P.C. clothing to a point of sale in France in exchange for a voucher that can notably be used in this second-hand store.
A programme launched in 2018 allows clients to take their used A.P.C. clothing back to a store in exchange for a voucher. The returned products are then given to associations to be resold in a network of charity shops.
Recycled and recyclable bag
Since June 2021, A.P.C. has replaced its single-use Kraft paper bags with recyclable and reusable bags made of 100% recycled material, sold at a set price (€3/£3). A portion of the profits go to the GoodPlanet Foundation, which supports environmental and community field projects around the world.
Sneaker recycling programme
In 2022, A.P.C. teamed up with Revival, the first shoe-recycling platform in France, to collect used A.P.C. trainers and transform them into “Stonegom®,” a recycled and endlessly recyclable bike lane coating.