New Standard jeans
The everyday A.P.C. jean: straight, rigid, and made to break in personally.
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Story & heritage
Founded in Paris in 1987 by Jean Touitou, A.P.C. built its reputation on durable, understated pieces rather than seasonal spectacle.
Official A.P.C. denim pages trace the house language to Raw Since 1987: rigid Japanese denim designed to soften, fade, and record the wearer over time. The brand’s selvedge guide names the Standard family as core A.P.C. pieces, while the fit guide treats New Standard as the quintessential everyday cut.
Materials & craft
A.P.C. jeans. - Fits true to size and suitable for athletic thighs. - Classic straight cut. - Mid-rise waist. - Very rigid canvas that softens over time. - Five pockets. - Button fly. - Caramel stitching. A.P.C. denim pages add that the house uses Japanese fabric and emphasizes raw, untreated indigo cloth that softens and fades with wear.
How to choose & style
Choose the fit by silhouette: Standard for room, New Standard for the clean straight line, Petit Standard for a tighter slim-straight, and Petit New Standard for the tapered look. Wear raw indigo dark at first, then let the fades become the detail.
The classic straight mid-rise raw denim works best when everything else is simple: white tee, navy knit, leather belt, or one of A.P.C.’s quiet outerwear layers.
