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April 77 was launched in 2002 by Bric Partouche who describes himself as more of a "youth culture nerd" than a fashion designer. His obsession with early punk bands like Ramones and Joy Division inspired him to create a range of jeans named after his rock & roll heroes. This passion for anything to do with style infused by music also spills over in the brands own record label April 77 Records, where new and up an coming bands gets a chance to make their mark. Every pair of April 77 Jeans features 'Le Pique April 77' Plectrum neatly placed in a separate pocket and also a scratch card download which enables you to download an MP3 from an artist signed to April 77 Records Label