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April77 Spring 2012 Takes to Cinéma Vérité For Its Latest Lookbook

French fashion label April77 is doing the oh-so-French thing: they’ve produced a series of videos to infuse a sense of artsy charm in their Spring-Summer 2012 lookbook, entitled “In Bloom”; as illustrated by a group of philosophical actor/model/Hipsters. Shot in a cinéma vérité style, it’s what you might perceive as one part actor’s workshop, one part group therapy in its quasi-documentary way. As the actors speak, the camera provides close-ups of the clothes’ most interesting visual textures, such as the marble-patterned shirt, a corduroy pant, and a pair of rough, skinny jeans. Get a load of the equally quirky lookbook images in our gallery before you have a look at the videos.

Spring / Summer 2012 – In Bloom – The Tree from April77 on Vimeo.

You can shop the looks now at April77 online.

—Kathy Ng Hassan

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Posted Mar 19 2012 in Denim Fashion » Lookbooks

Exclusive Interview With Brice Partouche Of April77 Denim

We’re really psyched that we got the chance to Q&A Brice Partouche, designer of French denim brand April77,  1/2 the mastermind behind the April77 x Calla Romantic Rights collaboration (which turned out some seriously dreamy jeans). Brice revealed some admirable denim snobbery and, very interestingly, an interest in creating jeans out of Lady Gaga‘s hair.

Denim Therapy: Lets start from the beginning. How did you know you wanted to be a designer?

Brice Partouche: I never wanted to be a designer. I studied medecine. I wanted to be a cardiac surgeon! But I was into music too, playing in bands. Fashion wasn’t (and still not) important to me. It’s all about attitude.

My dad was a jeans maker and I learnt everything from him, even if he tried to keep me out from this business. I guess he wanted me to have a real job… and now we are working together. April77 is a family company. I started the brand in 2001. The idea was simple : clothes that me and my friends want to wear.

DT: Are there other denim brands you consider your immediate competition? How do you differentiate yourself from the hundreds of popular denim brands afloat right now?

BP: We don’t have competitors and if we have well I don’t know them. I guess we are different from others brand because we have a real story to tell. We’re authentic and passionated and that’s what make our customers special. They are more “fans” than customers.
People who knows me will tell you, I’m a real nerd. I feel only concerned by authentic denim brands and I try to avoid that profusion of storyless denim brands flooding the market.

DT: Do you have any pre-designing rituals?

BP: You mean like doing pagan rituals, turning upside down black jeans and waiting for the inspiration? Well not really, but I try to leave Paris for 2 weeks, going to NY or California. The USA have always been my most inspiring country.

DT: Describe the person who represents your ideal target customer—the customer you have in mind when you’re planning a collection.

BP: I figure a one-step-ahead teenager or a 35-year-old guy still stuck in his skaboarding years. At least, both are music nerds , clever customers and not under the fashion industry influence.

DT: What would be your dream collaboration? Any plans of that in the future?

BP: Jeans made with Lady Gaga’s hair would be awesome. But a collaboration with Henri Rollins would be the absolute dream!

DT: What are the most popular washes/fits in the line? What are your favorites, and how would you style them?

BP: The JOEY Overdrive Raw is our best seller. It’s our basic skinny jeans in natural indigo raw denim. It’s unisex. DICTATOR are a slim/straight jeans, very popular too. Raw jeans with a blank or band tee are the best… I’m not a fan of washings. I ‘ve always prefered raw blue or black denim. It’s a real pleasure to see that our customers prefer raw denim as well.

Of course we make couple of washings. They are always inspired by my personal or my friends jeans after 6 months or one year without washing or cleaning. I know it sounds dirty but that’s how jeans are supposed to be worn.

DT: Do you have any favorite/least favorite denim trends right now?

BP: I like open end denim. They were famous in the 70’s and 80’s , when denim fabric production became massive, suppliers had to make cheaper denim. The quality was good because the fabric was thicker…but the price was cheaper.

DT: Street style and style blogs are huge in the industry right now as a source of inspiration, influencing the high end labels rather than vice versa. How much does street style influence your designing?

BP: Well, street style is of course one of my main inspiration. I’m lucky because my job makes me travelling a lot. I meet very inspiring people, some are my friends, some are just random cool guys and girls.

DT: How many pairs of denim do YOU own?

BP: Guess what, I have two pairs : one blue, one black. I wear them till they die, then I change.

DT: Favorite celeb wearing your brand?

The Kills, Amy Winehouse (when she was around), Julian Casablancas.


Keep an eye on April77 for denim-snob approved releases this spring! Huge thanks to Brice Partouche for doing this Q&A with us.

—Jackie Racer & Michelle Christina Larsen

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Posted Mar 02 2012 in Denim News » Interviews

Would You Wear This Unisex Collection Inspired By ’90s Silhouettes?

April77 is a French unisex sportswear line with an emphasis on cotton corduroy, open end denim, oxford, cotton twill, and gabardine. While you may think pop-colors and acid wash when the ’90s come into mind, their fall 2011 collection tells a different kind of story: one more along the lines of grunge rock’n’roll and oversized button-up shirts. Cuffed straight-leg jeans, dark washes, and worn-in denim jackets are some of the gems you’ll find in this line. They’ll ship the US and their styles include muted colors, skinny fits, raw denim, and Japanese selvedge. Prices range from around $100 to $200.


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Images via Selectism.

—Michelle Christina Larsen

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Posted Oct 12 2011 in Denim Fashion » Lookbooks

Denim Desires: Check Mate

A marriage made in heaven, this seasons theme of outdoorsy chic is the check patterned shirt with a fine pair of jeans.  Whether you want to go flannel plaid for a rogue woodsman look,  a simple check for a more refined rocky mountain high kind of flair, or a posh glen plaid for a glass of a single malt before going on a fox hunt kind of a look, just get your check on!


Today’s featured jeans:

cassette-vhs-denimHouse of Cassette VHS Denim, Was $242.00 Now $146.00

House of Cassette is a denim label by Peter James Lee, previously Creative Director for Hudson Jeans.  These jeans may come from LA, but they have little in common with most of the other faded, over embellished jeans produced on the west coast.  Simple, sleek and so hip.

Shop Cassette @ Acrimony





april77-cross-blue-selvedge-jean-in-rawApril 77 Cross Blue Selvedge Jean in Raw, $118.00  

April 77 sells an attitude and makes clothes inspired by underground music. All the clothes are affordable, so rock your wardrobe and not your wallet.

Shop April77 @ Revolve Clothing






Fabulous Blazers, Jackets and Cardigans to check out:

corpus-plaid-jacketCorpus Moto Blazer, $330.00

Awesome plaid blazer in muted black and dark green. Just enough subtle dandy details, that make this blazer a standout for fall. 

Shop Corpus @ Gargyle







ymc-gingham-biker-jacketYMC Gingham Biker Jacket, $100.00

Brown and hunter green gingham biker jacket from popular UK designers You Must Create.  The jacket has antique brass hardware, an asymmetrical front zip, front pockets, and sleeve zip detail.  A very gentlemanly take on a rebellious style.

Shop YMC @ Gargyle








ymc-check-cardiganYMC Check Cardigan, Was $200.00 Now $60.00

YMC check pattern button front cardigan is just the right amount of dapper for the downtown hipster. Relaxed fit to be worn as a layer or as an outerwear piece.

Shop YMC @ Acrimony









Shirts that cross every line:

dsm-x-comme-des-garcons-part-check-shirtDSM x Comme Des Gar?§ons Part Check Shirt, $291.64

Don’t want to go all the way?  Here’s a safe bet that may entice your fashion appetite. Premium, slim cut cotton shirt with contrast check detail from the debut collaboration between Comme des Gar?§ons and their own London flagship store, Dover Street Market. 

Shop DSM x Comme Des Garcons @ End Clothing







lyle-scott-longsleeved-check-shirtLyle & Scott Longsleeved Check Shirt, $124.99

Button-down long-sleeved shirt from Lyle & Scott Vintage. This is a new design for AW09, and features and all over check pattern, that works as well for smart as it does for casual wear. 

Shop Lyle & Scott @ End Clothing






band-of-outsidersBand of Outsiders Flannel Check Shirt, $214.00

Interpretations of classic shirting have been one of the key elements in Band of Outsider’s collections and this cotton flannel check shirt is a perfect example of this.            

Shop Band of Outsiders @ South Willard








gant-rugger-check-plaid-sport-shirtGant Rugger Check Plaid Sport Shirt, $125.00

Not just your ordinary plaid shirt, Gant goes hip with this amazing plaid shirt that looks and fits great.

Shop Gant @ Barney’s









barbour-reversible-cashmere-mix-scarfBarbour Reversible Cashmere Mix Scarf, $75.00

Premium cashmere and merino scarf featuring a large checked pattern on one side and block colour on the other with fringes at either end. This is a great example of Barbour’s premium knitwear, and is perfect for winter.

Shop Barbour @ Best Gear



–Nikki Cho Russo


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Posted Nov 10 2009 in Uncategorized
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