A.P.C. Premieres the Second Season of ‘Made In U.S.A.’
Taking a refreshing approach to their branding, A.P.C. US returns once again for Autumn/Winter 2018. For the vast majority of its three decades of existence, A.P.C.’s branding philosophy was simple: there was none. Part of the brand’s appeal – and the reason it was created – is that it is an antidote to over-designed, over-branded fare, with a more uniform-like quality and focus on cut, fabric and pattern.
Recently the brand has branched out into including more, albeit subtly branded pieces using its unmistakeable sans-serif font logo, but for the Autumn/Winter 2018 season they’ve gone one step further. Using their Made in USA basics as a base, A.P.C. has enlisted streetwear legends Michael Kopelman (Gimme5, Stussy) and Stephan Jay Rayon (Hysteric Glamour) to redesign their logo for a capsule collection. Bringing external collaborators into the fold is nothing new for A.P.C. — Kanye West notably designed a collection for the brand in 2014 — but this is the first time their branding has been reimagined quite so extensively.
Appearing across t-shirts and sweats, the new logos carry Kopelman’s influence clearly, particularly his work for Gimme5 and Very Ape UK, an offshoot of legendary Japanese streetwear brand A Bathing Ape. Both he and Rayon have collaborated before – on graphics for Stussy – and both bring their A-game to this collection. The new logos, while radically different from their norm, embody the brand’s spirit perfectly: simple without being boring, with enough vintage edge to satisfy any streetwear enthusiast.
The pieces themselves are made in Los Angeles to the highest standards, providing a more rugged and hardwearing alternative the usual A.P.C. output, straddling the line between streetwear and fashion with ease. Coming in a variety of colour combinations, the heavyweight jersey and loopback fabrics will soften over time with wear and washing to become dependable wardrobe staples for years to come.
The A.P.C. US AW18 Collection is available in-store and online from Aphrodite Clothing now.