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So Wrong, It’s Right: A.P.C. Spring/Summer 2017

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Spring/Summer 2017 marks not only A.P.C.‘s 30th anniversary and new season campaign launch, but the potential return of the ‘dad jean’.

Could it be true? Parisian label A.P.C.’s SS17 offering is full of lush cobalt blue contrasted against neutral hues of cream, khaki and tan in a range of effortless menswear separates that seem to be making ‘daggy’ cool again.

Cropped pants that teeter on too short, sleeves that teeter on too long, socks with moccasins, hoodie strings tied tight, tourist-style lanyards, early Noughties plaid, corduroy, dungarees and colour on colour tonal ensembles all feature in the A.P.C. SS17 campaign and are enough to make you think you’ve walked straight into an American high school of the late 90’s.

The pièce de résistance, however, has to be the ‘dad jeans’ – baggy, dark denim trousers worn with chunky black sneakers and very Mark Zuckerberg. So wrong it’s right, we’re fully on board with A.P.C.’s disregard of all the rules of ‘cool’.


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