Tuesday, August 26, 2008

April 77

Jeanswear label April 77 is looking to turn its rock 'n roll aesthetic into a vinyl reality with the launch of its own label, April 77 Records.

Founder Brice Partouche has never made the brand's roots a secret. He's always seen April 77 more as an attitude or a lifestyle than simply a fashion label, and his obsession with bands such as The Ramones and The Attractions has informed 77's unique look from the outset, inspiring jean models such as the super-skinny "Joey" and the straight-leg "Costello." In fact, each pair of jeans comes equipped for an impromptu strum session, with a pick fitted in its very own pocket. As Brice himself puts it, "We used to be about music, now we are music."

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