April 77's New Record Label

Not content with opening a slick new store (based on London's iconic '60s boutique Biba) last month in Paris' Haut Marais district, jeanswear label April 77 is looking to turn its rock 'n roll aesthetic into a vinyl reality with the launch of its own label, April 77 Records.

Founder Brice Partouche has never made the brand's roots a secret. He's always seen April 77 more as an attitude or a lifestyle than simply a fashion label, and his obsession with bands such as The Ramones and The Attractions has informed 77's unique look from the outset, inspiring jean models such as the super-skinny "Joey" and the straight-leg "Costello." In fact, each pair of jeans comes equipped for an impromptu strum session, with a pick fitted in its very own pocket.

The official leap into music comes as no surprise then. Looking to promote up-and-coming acts such as Neils Children and The Red Hearts, the brand wanted to offer something unique. Consequently, all of the label's 7-inch releases will feature a scratch code linked to free downloads from their "Band of the Month," and they're also launching a separate April 77 Records clothing label, with each item again stamped with a unique code to access their latest offerings.

In addition, coinciding with the debut of April 77's new recording arm comes the release of a limited-edition box set, a tribute to the legendary British independent Domino Records—home to The Kills, Arctic Monkeys and Franz Ferdinand, among others. Alongside a well-chosen compilation of Domino's finest singles, the box set also contains a rather smart "Manchester" pique polo and the aforementioned signature guitar pick. As Brice himself puts it, "We used to be about music, now we are music."

—Lena Dystant