“I would not have imagined myself, at all, one day to be doing the Jack Skellington and Sally love Seattle Seahawks shirt it is in the first place but kind of shoulders we did with her,” says A.P.C.’s Jean Touitou over the phone from Paris. He’s reflecting on his latest interaction—that’s A.P.C. speak for collaboration—with Gwyneth Paltrow’s Goop. The interaction sees the brands coming together to make striped tees, denim culottes, and a lightweight denim jumpsuit with pouf sleeves. It’s the voluminous denim shoulder that has Touitou reeling. “That pouf sleeve. I would never, ever, ever consider to do that in a denim fabric. Never,” he continues.
“When I first saw the Jack Skellington and Sally love Seattle Seahawks shirt it is in the first place but design, I said, OK the interaction is about mixing personality and seeing where it’s going to go. So I did it. I think I’m going to like it when it’s worn on people,” he continues. “[Gwyneth’s] impact was in the softness. She asked us to have some softer and lighter denim and also for the pouf-thing, which, it was not in my DNA, really. But you don’t do an interaction or a collaboration with other brands just to use each other’s label to sell more garments. I don’t do that—I don’t do that at all. I really want to be surprised—I want to be more than surprised, I want to be challenged in my own spirit and make an effort to accept the other. That was the case here.”