Jean Touitou, creative director for French label, A.P.C., on why he hates the word “basics:”

First of all, that word doesn’t even exist in the French dictionary. And in English, nothing done well is ever “basic.” If I had the mission to finally achieve a perfect white T-shirt, it could take me three months of yarn research, knitting tests, designing and cutting. I see a lot of clothes with tons of “fakely-complicated” details -– things that robots can do now at plants -– that are much more “basic” than a proper grey flannel men’s jacket done properly. Okay, most of all I hate to hear that our work is basic, since I consider it very deep.”

(Jean Touitou photographed in Paris by Peter Ash Lee)

- To read our full interview with Jean Touitou, pick up Issue 7 of Corduroy, coming next month…