Since 1994, London-based fashion label AllSaints has been designing vintage-inspired garments that pertain a modern, rock ‘n’ roll-type sensibility for both men and women.
Founded by designer couple (now married) Kait Bolongaro and Stuart Trevor, the duo originally found common interests in vintage clothing and classic rock music: the premise for their brand All Saints.
From the beginning, AllSaints aspired to create garments of difference, instead of simply following trends. As a result, the hip brand attracted a new breed of menswear customer - and a loyal following - that has helped a once London-based boutique brand grow to a global level.
The first AllSaints store opened in 1997 in Foubert Place, London. Its shop fitout was quite unique and quirky for the time, but what enticed customers to initially enter its doors was its shop front-filled vintage sewing machines - a nod to the brand’s aesthetic. Inside, interiors were raw and edgy, representing a somewhat industrial feel: think exposed brick and iron, old industrial fixtures and salvaged wood stalls for change rooms.
From there, its brand developed the attention of shoppers which inevitably started a cult following. Come 1998, a women’s line was introduced. And so the puzzle was complete.
Items that have popularised the brand include skinny denim jeans, distressed fabrics in monochromatic hues, leather biker jackets, chunky ribbed knits and a plethora of denim goods. Previously, collections have notoriously reflected such movements as British punk and gothic trends.
Today, more than 25-years on, AllSaints boast over 232 stores worldwide. The brand continues to be inspired by rock ‘n’ roll attitude which is not only reflective in their seasonal designs, but by the men and women that wear them. AllSaints has always been a brand for the people and continues to do so, effortlessly.