French label A.P.C is blurring the traditional boundaries between second hand clothing and new fashion products by introducing a range of pre-worn ‘Butler Jeans’.
Their New York store is offering a new service to owners of old A.P.C jeans. Those who prefer crisp, new jeans will be able to return their worn A.P.C. jeans and buy a new pair at cost. Then old pair will then be stitched up, marked with the initials of the previous owner, and sold on to customers who prefer ‘worn in’ jeans.
The name comes from a 19th-century English custom of butlers breaking in their masters’ trousers so they don’t appear nouveau riche.