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!
