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APJP was born in 2018 from an idea of Alberto Panocchi and Joelle Pomioli, respectively buyer and fashion designer.

Everything started from an episode, when Alberto’s favorite pants were ruined after a laundry gone wrong. Joelle had the brilliant idea to make an artwork in bleach and the result was crazy. From there we put the basis of the APJP project, that is basically to give a new life to a garment that had already done its normal course of “first hand”.

Constantly experimenting with different techniques, APJP develops a series of washes and paints that immediately become very recognizable and appreciated. The soul of the project emerges immediately, which wants to give a second life to the garments re-using products and materials, in order to save new productions and consequently reduce

How would you define your style?

The style of our project is unique, inspired by old workwear garments.

We like to call it “project” and not Brand because we see it more as an art form, something really felt and never forced, without guidelines, trends or limits of any kind.

APJP’s first time was during Milano Design Week, in a courtyard in Brera, surrounded by the love of many friends and visitors.

It was a very intense live painting performance, intimate but at the same time very spontaneous and natural.

Since then collaborations with big brands such as Puma, Ac Milan and Converse have started.

Creativity, making a normcore thing wild and crazy.


What is personalization for you?

Creativity, making a normcore thing wild and crazy. Of course, always thinking of the person who will have to wear it.

How much do you love Milan and what does it have more than other cities?

We love it so much: know that this spring during the lockdown, I promised myself that I would never let it down. Milan is fantastic and offers a lot of opportunities to those who know how to catch them. Here you have the right compromise between a metropolis that moves fast and the more relaxed rhythms of neighborhood life.

What inspired you to customize the Jumpsuit?

As we said, our performances have neither a pre-established scheme nor a precise division of tasks. It can happen to work four hands on the same boss or in parallel on two different bosses. On this occasion each of us worked on a different suit with a different technique.

A: I was inspired by the old overalls, abandoned for years in the warehouse.

J: Mine is inspired by a type of camouflage print of military uniforms, lightened and stylized, reproduced with a technique that we have gradually perfected.

How did you make it?

We both tried to give it a lived-in allure and a contemporary style by applying painting.

What is it like to work in pairs?

You always have to maintain a balance between personal and professional sphere, this is the most difficult point. Anyway APJP wouldn’t be what it is today if we weren’t both: we are a union of ideas, styles and personalities.

How do you prepare for one of your performances?

Our secret is not to prepare ourselves. Always spontaneous and impulsive.

Is APJP just upcycling or can tomorrow be applied to the “new”?

The project was born to give a second life to an old garment and upcycling is a pillar of our identity, we would always like to pursue this concept.

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