From your dad back home in Ohio to the latest it-girl in France.
… everyone wears Levi’s.
Except for me, apparently.
It makes sense — I’m not your dad and, as hard as I may try, I’m not a French it-girl.
TLDR: Your jeans are destroying the environment.
Think of all those toxic chemicals used to dye and thousands of gallons of wasted water… just so that we can buy another pair of jeans (that if we’re being honest with ourselves, we probably don’t need).
Grim, right? Yeah, but don’t click away.
While I waffle if I like the Reformation or not, one thing is undeniable: they are reforming ethical fashion… and that includes their jeans.
For the past three years, I’ve held off on “mom” jeans.
Sure, I’ll dabble in “mom” denim shorts, but a full pair of jeans? Too trendy.
You know the kind who drinks green juice while puffing on a cigarette, has a collection of vintage tees that rivals your uncle in Minnesota’s and who has that perfectly disheveled windswept hair (i.e. indie Disney princess hair)… so I abstained.
“You’re the Stones? Sing ‘Satisfaction.’ You’re A.P.C.? You’re good at jeans.”
That’s Jean Touitou’s, the founder of A.P.C., compelling analogy of A.P.C.’s signature piece: their jeans.
Since 1987, A.P.C. knows what works: timeless basics.
On any given French person in the 3ème arrondissement, it’s all A.P.C., all the time… actually on any French person in any arrondissement, it’s all A.P.C., all the time.
In 2011, Rag & Bone got my attention with their DIY ad campaigns. I was going through a massive Kings of Leon obsession and their Lily Aldridge campaign pulled me in. So carefree, real, and effortlessly rock ‘n’ roll.
In five years, this denim brand has become my favourite. I’ve bought seven pairs of Rag & Bone jeans. Over the years, their sizing has changed and so have some of their materials.