Aprill 77 in the Black Hills for Spring/Summer 2011

APRIL77 creates jeans inspired by youth movements and denim history.

All APRIL77 clothes feature a code to download exclusive tracks from artists and bands we love.
Black Hills are the mountain range in South Dakota and Wyoming, USA, which contains some of the highest mountain peaks of North America.

The name originates with the Lakota Native Indians, who called the region Pahá Sápa (literally, ‘Black Hills’) for their dark color.

Although Native Americans inhabited the mountains since 7000 BC, the Lakota took the area from the Cheyenne Native Indians in 1776.

But upon the discovery of gold in 1874, the European Americans moved the Native Indians to reservations.

The menswear collection is modeled by Aussie model, Jethro Cave, son of Aussie musician Nick Cave.

This is the backdrop of the 2011 spring/summer collection of April 77, the denim brand that draws inspiration from youth movements and history.

April77 - Spring Summer 2011 - Jethro Cave and Sophie Willing from April77 on Vimeo.

See more images here.

Photos Copyright April 77.

The White Runes Black Flags Collection: April 77

A/W 10-11 season sounds like a return to basics for APRIL77.

Whispered by a mysterious runic text, the WHITE RUNES BLACK FLAGS collection takes place somewhere between the Nordic mythology and the occult folklore.

Washes –raw black denim, used black denim, raw blue—are references to Nature, authentic and uncontrollable: rub your jean on a tree bank and you will get the Stomp, polish your black coated denim and you will have the Warsaw, or find the Gene, a homemade rinsed indigo.

Joey and Dictator, the 2 cults jeans of APRIL77, remain in this new collection, and the new hit comes with the Ride, a tapered fit.

The Runic alphabet, graphic thread, set up the mystical genesis of this FW 10-11 collection.

Back to basics. Back to nature.

Born 8 years ago, April77 went through the years bringing each season a large choice of styles, becoming a cult for its famous androgynous jeans. Inspired by youth movements and counterculture that give APRIL77 its DNA, the brand always evolves offering its iconoclast vision of fashion.

Nowadays, APRIL77 decided to refocus on its strengths. : DENIM & MUSIC Back to basics with WHITE RUNES – BLACK FLAGS, a FW10-11 collection focused on jeans and close to nature, the cloth is more than ever MUSIC.

DENIM & MUSIC concept brings you regularly new artists to discover with a unique download code on each item of APRIL77 collections.

To go with this evolution, a new website has been launched , with connections to web 2.0 plateforms such as Facebook and Twitter, where you can easily follow April77’s last updates.

Dance Tonight, Revolution Tomorrow

See the lookbook here.

Photo Copyright April 77.

"Youthful Abandon" with April 77

April 77 is back in the US from France, but this time not in the prairies of the Navajo Indians but rather somewhere between Portland and Seattle!

The time is 1980’s and the music scene is the alternative styles of rock known as grunge, hardcore, noise, and shoegazing.

The fashion scene is anti-fashion: “It is cool not to be cool,” shouts Generation X.

Androgynous, unkempt, minimalist, and contradictory, the collection for spring/summer 2010 is “Youthful Abandon.”

Thicker, darker, coarser—the denim is vintage in mood with Native American patterns and cowboy shirts—with the right mix of prep and outdoors!

Born April 1977 in Grenoble, France, Brice Partouche founded April 77 twenty-five years later as a denim wear label with a Rock&Roll twist—now becoming an all cruelty-free and natural fabric brand.

As a talented drummer and guitarist himself, Brice acquired a passion for denim from his father, who founded a reputable line of jeans in the Eighties.

Now Aprill 77 takes us back in time to those years with Youthful Abandon!

Photo & slideshow 2010 s/s collection “Youthful Abandon” Copyright April 77.