The Armenian identity is not a one-size-fits-all experience; it’s alive, evolving, and global. APC doesn't fit one mold because Armenians don’t fit one mold.

We are born in Yerevan, Beirut, Boston, Paris, Los Angeles—on every continent and in every land. We speak different languages, believe different things, and live in many ways. Yet we all carry the same unshakable spirit.

APC was created to honor that diversity. Every product we design or curate is more than merch; it’s a thread that connects us back to each other and to our heritage. We carry our roots into every decision while embracing the ways our culture continues to grow in the modern world.

We understand that our culture is not frozen in time. It evolves with us, wherever we go. So, any kind of Armenian is Armenian enough for us. Whether you speak the language fluently, only know a handful of words, or your last name gives you away, you still belong here.

This is Armenian Pride Collection™: where merch meets meaning, where identity meets style, and where being Armenian doesn’t just look one way, it looks like all of us.