APC Selling Pre-Worn Jeans

APC Selling Pre-Worn Jeans
Innovation
Dan Gould
  • 2 july 2008

French clothing company APC has come out with new jeans that are either innovative or ridiculous depending on your point of view. The “Butler Worn Out” series are weathered, not by the traditional sandpaper method but rather by humans wearing them. This unconventional and time consuming method produces the desirable marks and soft feel of old jeans. To anyone considering these buying these (probably really expensive) pants, I have a suggestion: try a used clothing shop, lots of human pre-worn jeans there.

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