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Shopping alert

april in paris

March 3, 2008  11:51 am

April77

French fans of the hip denim brand April 77 now have a place they can call their own. “‘This space is a great example of carpe diem,” said founder Brice Partouche at Friday night’s boutique opening in the Marais. “On a Monday morning several months ago, we made the decision to open a store, and by mid-afternoon that day we had signed the contract. It was meant to be!” The same could be noted for the tale of its design—Partouche stumbled across an image of the old Biba store in London while flipping through a vintage magazine, tracked down the man responsible, and proposed an April 77 concept to him. The result is more of a maze than a store. And, fittingly for many of the label’s rock ‘n’ roll-loving fans, the cash desk doubles as a DJ booth. It’s also a little taste of what’s to come: Beginning next month, Partouche is launching April 77 Records, a concept which will let clients instantly download music selected by the brand.

—Linlee Allen

Photo: Linlee Allen

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