April 77 does it so right it hurts. Among the French designer brands, it has one of the most edgy reputations. Most fashion brands sell you a lifestyle that changes with every seasons trends; April77 stays focused. The shop is always blasting hardcore and punk rock.
When I met its founder, Brice Partouche, he brought me to have lunch in a weird vegan joint displaying conspirationists videos. Their denim collection remains one of my favorites in its price range (around 100 euros), with the ’Dictator’ and ‘Joey’ cuts as best sellers. Now their new video web campaign is among the best I’ve seen – the fashion viral video being a format much discussed, but rarely engaging. Maciek Pogoza is the photographer to thank for the reference to Bertrand Blier’s ‘Hitler connait pas’, a great film about a generation of youngster growing up in the sixties.