Tight, tight – April 77. With early punk and with the bands Ramones and Joy Division as an inspiration April 77 from Paris was born in 2002. Ever since the beginning, there was clarity from this cult brand – to tell the story of rock ‘n’ roll with a narrow silhouette. The cuts, details and model names salute all the genres, starting from the 50’s.  The fashion label is now a record label too. The design Pen at April 77 is held by Frenchman Brice Partouche in and the brands name is from the designer’s birth year and month.

Partouche began selling narrow jeans sold in underground circles in Paris, but now April 77’s clothes are found in some of the world’s hottest shops. Although April77 is incredibly strongly influenced by the rock ‘n’ roll scene, do not expect to find stereotypes from Guns N Roses and Megadeath  - rather tight jeans and slim jackets.

Love of music has also resulted in a collaboration with iconic guitar manufacturer Gibson. A specially designed Gibson Jeans sold with accompanying guitar cases on the Dover Street Market, London. One of the trademarks of the label is a plectrum (Le Pique!) which you will find  in the little fifth pocket of the jeans.

Did you know that: John Galliano – known for its extravagant collections – is a devout bearer of the mark. Franz Ferdinand, Lenny Kravitz and Iggy Pop all also like April 77.

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