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.

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