"April 77" it is one of the most fashionable French denim brands of today. It was founded in 2002 in Paris by Brice PARTOUCHE, who himself was born in April 1977. His father created the classic French denim label "Grenoble", based in Bonaventure. It helps to explain April 77’s devotion to classic unwashed denim. PARTOUCHE had concentrated on adding a more rock ‘n’ roll touch to his mostly unisex collection. It was fitting for a man who returned to Grenoble each weekend to rehearse with his band, Rodeo Massacre, from his parents’ basement. The brand gained popularity thanks to style icons Kate Moss and Sienna Miller. The label’s bestseller, the Dee Dee jean, is recognizable by five diagonal zippers and has been worn by the likes of Ron WOOD of the Rolling Stones. Among the retailers selling the brand are: London’s Dover Street Market and Selfridges, Paris’ La Boutique and Kiliwatch, Stockholm’s Weekday and Le Shop, Denmark’s Storm, Isetan in Tokyo and Lane Crawford in Hong Kong.