Perhaps Touitou isn’t afraid of what anyone thinks of him because he doesn’t depend on anyone. Indeed, since 1987, when he founded A.P.C. (Atelier de Production et de Création), he has fiercely maintained the company’s independence. The approach has paid off. Twenty-seven years later, A.P.C. has over 50 own stores and over 300 total points of sale. Last year, the company’s turnover was €42 million (about $58 million), a 7 percent increase from the previous year.
But if these numbers aren’t as high as you might expect, it’s worth remembering that not chasing growth is a critical part of why A.P.C. still resonates so many years later. Jean Touitou’s original goal was simple: create a discreet brand with a down-to-earth aesthetic, offering simple, well-cut clothes in quality fabrics, at an affordable price. No large accessory or beauty lines, no big advertising campaigns, and no fantastic fashion shows. But in delivering a better price-to-quality ratio than traditional designer brands, A.P.C. was one of the first companies to pioneer the fast-growing contemporary market, filling the gap between high street chains and high fashion houses.