Known for its sleek, minimalist designs, Sydney’s first A.P.C. store (it launched in Melbourne last year) has opened on Crown Street. It features the full men’s and women’s collections, as well as accessories and collaboration lines. The French brand’s staple is raw denim cut in classic styles.

“We love having it in our stores, but the products are best represented in the A.P.C. environment,” says Brian Wu, the director and founder of Incu who is behind the launch. “It also has a constant stream of collaborations which are released through A.P.C. stores exclusively, which we will stock in the upcoming seasons.”

Designed by Laurent Deroo Architecte in collaboration with Akin Creative, A.P.C. Sydney sits below street level. Thin cement panels, plywood oak monoliths and glass will define the space. Wu says this unique store experience, which A.P.C. is known for worldwide, is critical to ensuring how a brand is communicated to its consumers.

“There is a simplicity to A.P.C. garments which is easily overlooked when they are compared to more trend-based pieces. Having a premium store design helps people to understand the brand’s qualities. The A.P.C. Surry Hills store is a very challenging space because it’s the lower part of a split-level tenancy. However Laurent Deroo embraced the shape of the store and mixed it with premium wood and glass finishes to create something unique.”

2/410 Crown Street Surry Hills
(02) 9380 2010

10am - 6pm daily