To April77, there are no limits and certainly no rules with their edgy style and punk rock spirit. Created by denim-lover Brice Partouche in France back in 2002, the versatile fabric has been utilised in every collection since then. Inspired by youth movements and controversial, historical events the cult label give youths and those young at heart a reason to celebrate and live life in the best possible way, not just out of school and work, but the days between them! Permanent Vacation AW 13/14 collection does just this; reminding their people that life should never be taken too seriously, through their unique denim washes, slim and skinny cuts and printed shirts and tees, the rebellious punk rock spirit comes alive. The brand gives each piece its own striking, relative title name, take for example ‘Dictator Pirate Raw’ and ‘Joey Opium Oxblood.’
Modelled by fashion forward individuals with a rebellious edge, their most recent campaign was shot in the Lafayette House, NY complimenting the modern vintage paisley prints, dandy velvets and worn denim themes running throughout their collection. Catering to both guys and girls, April77 bridges the gender gap and provides a voice for the kindred, free spirits out there. We are all equal and in search of exactly the same things in life; fun, friendship and freedom.