The Scent of a Man: Sustain, by A.P.C.

Mar 25, 2014

 

Jean Touitou, the personality behind the respected French clothing brand A.P.C. is a mercurial and passionate man. Born in Tunisia and raised in Paris, he started A.P.C. in 1987 to provide wearable , well-made clothes to counteract the flashiness and excess of the ’80s. In 2013, it is still going strong, providing sensible, well-tailored staples (including great denim pieces) for men and women who prefer to not look like fashion peacocks when they get dressed in the morning.

Touitou is also a lover of music. In the early years, he actually owned a label in Paris called Roadrunner records which  released some original material and doubled as a mail-order auction business specializing in ’60s American garage punk. He released the cologne, Sustain (above) with a rock musician in mind. It was a strictly limited edition run, 300 bottles only, released in the fall of 2009. Fragrance-wise, it contains hints of resin, wood and roses, subtle and distinct, like everything else he makes. It’s a manly scent but with a hint of eccentricity, perfect for an introvert musician who enjoys the occasional “crazy party” every now and then. It’s packaging is a beautiful work of art too; hand-carved wood that looks like an ornate chess piece.

Intrigued yet? Chances are you won’t find this in stores anywhere, but you can in our online MOTW shop.


Related Posts

Taavo Takes New York
View Feature
Taavo Takes New York   How the founder of Freemans built the city of his dreams.
American Hustle
View Feature
American Hustle First-Amendment warrior Larry Flynt on Trump's lies, the wonders of sex, and his one true regret
Scosha
View Feature
Scosha On a warm summer afternoon, we met with Australian jeweler Scosha Woolridge at her Williamsburg storefront and studio on Grand Street in Williamsburg. Since 2013, she has been meticulously handcrafting her eponymous Brooklyn-based jewelry collection with the help from her husband, Joe,  and team of classically trained artisans.
Mexican Mule: A Spin On A Classic From South of the Border
View Feature
Mexican Mule: A Spin On A Classic From South of the Border The heat is on. Barbeques are on the horizon. Time to take a day off, and pour yourself a cold one. If you’re in the market for a new drink, we recommend a new spin on a classic, a Mexican Mule.  
Back to the Future, Italian-style
View Feature
Back to the Future, Italian-style A coffee-table book with all the right curves.
Back to The Journal
Liquid error: Could not find asset snippets/modify_lightbox_snippet.liquid