The Two Brands Come Together for a Summer Capsule That Captures the Anticipation and Memory of Summer Vacations
A.P.C. has partnered for the second time with Quebec-based brand JJJJound for a fun and classic capsule that taps into the spirit of summer vacations.
The collection revisits the essentials of a men’s summer wardrobe, drawing inspiration from the way the contents of a suitcase may be different upon its return than one one departed from vacation. The pieces thus point to memories of the summer while drawing more literally on branded hotel merch or impulse buys from a tourist shop.
The capsule features a monochrome dark navy total look (from short sleeved shirt to scarf and swim shorts), with an understated A.P.C. JJJJound logo, followed by, in white and black, a series of sweatshirts, T-shirts, caps, and tote bags bearing the branding of Hôtel Souvenirs.
For this collaboration with A.P.C., we invented an ‘imaginary hotel’ in a utopian world where all events unravel exactly as we anticipate, thus highlighting the superiority of the concept over the actual manifestation.”
– Justin R. Saunders, JJJJound Founder and Creative Director
The capsule is highlighted in a summery campaign editorial shot by photographer Justin Chung with styling by Landon Ebeling and Basia Wyszynski.
