April 77 Vegan Store

Paris native Brice Partouche has launched a new online apparel store, called April 77. The store features men’s clothing and accessories with a rebellious theme, and its ad campaign features musician Jethro Cave and model Sophie Willing. On December 3, 2010, The Discerning Brute’s Joshua Katcher interviewed Partouche, who said, “I turned vegan six months ago, just when I started to work on the winter collection. It was logical to me that I should ban wool from the collection. Some people tried to change my mind or asked me to wait before doing such an important change, but I couldn’t be in harmony with myself if, as a vegan, I was producing wool.”