The French denim brand modernized its flagship, its website and re-sells iconic fashion items.
After some management problems in 2010/11, which caused a reorganization of the business, the French jeans specialist April77 jump-starts into 2014.

Since January, the website has been completely revised: The information about the company and the e-shop were combined and the navigation has been optimized. The new strategy for a premium positioning was transferred into puristic design with a big format product presentation and mobile supports. The website’s content includes the lookbook, a diary, a platform for the April77’s music label and limited editions.

Silver jacket from April77's Archive collection
Silver jacket from April77's Archive collection
At the end of march, the brand will start a new initiative named „Archives“, a monthly selection of previous collections for men and women, featuring cult pieces that have become collector’s items. The unique styles are selected by April77’s creative studio and derive from different collections since the creation of April77 in 2002. The pieces are limited and the quantity varies for each model. The offer is refreshed each month in various numbers. Starting this March 2014, April77 offers 20 items in the “boutique Archives“. The pieces are offered for a reduced price range, compared to their main collection: jeans cost 70 Euro instead of 120 Euro, T-shirts 30 Euro instead of 50 Euro. The aim of this offer is to make iconic pieces available for purchase.

Besides these innovations, April77 also modernized its retail stores: Since the end of last year the two Paris flagships of the brand, situated in the Marais district near Bastille, were renovated. The design, by architect Federico Masotto, reflects the new image of the brand: composed around the simplicity of the Bauhaus mixed with Art Deco inspired structures. The clearly organized space plays with the geometric composition of lighting and the illusion of mirrors. Industrial inspired structures hang as racks from the wall, mixing black lacquered and stainless steel. The layering of materials and textures intends to reflect the brand’s rock inspiration and enlarges the space perception.