Raw Denim

Interesting concept by A.P.C

oliver salcedo's Blog

A.P.C have introduced the β€˜Broken in’ range of denim in their stand alone stores. The idea behind this is for customers to bring in old denim, which is handed back to A.P.C and they replace the old pair with a new pair of denim for half the price. The customer signs the denim with their initials before the company go on to wash the broken in, worn denim and put it back on the shelves for a truly unique piece. I found this to be quite a clever idea, raw denim is a purists dream, as it is untreated the owner really has control over how the denim will begin to take shape and look. Many people suggest and opt to avoid washing the denim altogether, just wear the denim and see it take shape. After time you begin to see the whiskers develop, the knees begin to fade, lines…

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