Sustain by APC
Published 22 months ago
The new limited edition perfume released by APC inspired by music to be interpreted as scents.
Somewhat reluctantly created as APC's Jean Touitou initially deemed the idea too 'vulgar' to indulgently make a perfume, until by a chance accident in L.A, he succumbs to the feminine appeal of essential oils, and working with Haley Alexander Van Oosten, they create the perfect blend for APC.
The quest for the right smells began with music as a starting point, and the links they share such as the smell of a guitar case, a velvet lining with the romantic idea of it scattered with rose petals. They looked at the opening chord of Ray Davies' 'Waterloo Sunset' played on a 12 string guitar on a computer screen and interpreting this as the 12 essential oils used in the perfume as represented on the screen, a wave could be seen visually and thus manipulated as separate scents.
Looking to craftsmen specialised in boxwood turning, their design was chosen and a bottle was born. The name 'Sustain' also derived from music, is based on the sustain effects pedal prolonging a sound, linked to the perfume as the representation of something lasting longer.
The perfume will be available in limited edition 8ml glass bottles of essential oils, in handmade boxwood containers, issued with a fabric APC shopping bag.
APC Sustain will be on sale at Colette, Paris and APC stores from September 10th 2009.
