The New Cure is APC's slim straight cut made from a midweight indigo warp/white weft selvedge denim. The New Cure cut has a roomier top block and is slim and straight through the leg. Like much of APC's denim, the New Cure is minimal and includes a branded waist button, contrast stitching but does not have a leather patch and visible selvedge details on the outseam.
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In 1987, Tunisian-born designer, Jean Touitou, founded the minimalist label “Atelier de Production et de Création“, better known to many as A.P.C. Inspired by his disfavour for baggier, loose-fitting clothing, Touitou created one of the most well-tailored and simple labels, producing countless and timeless pieces, most notably A.P.C.’s famous Japanese, selvaged raw-denim. Many are massive fans of A.P.C’s raw denim — whether it be the New Standard, New Cure, or Rescue jeans.
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