ALLSAINTS BRAND STORY


It all started in East London, United Kingdom.

From East London, UK, AllSaints was founded in 1994. We have expanded worldwide. AllSaints emphasizes individuality and has visions for designing authentic clothing and bags. From the design and decoration of the store to the global online platform, as well as the design and production of all series of products, AllSaints is responsible for it. Its 2,800 employees uphold the core spirit of the brand and are committed to creating a comprehensive consumer experience for customers. We now have more than 130 direct-operated stores, specialty stores, franchise stores and outlet centers in 12 countries across the United Kingdom, Europe, North America, Asia, and the Middle East.

Leather Craftsmanship

ALLSAINTS leather jackets have become a classic must-have item with their top-quality leather, combined with expert craftsmanship, neat tailoring and detailing.

1994-1995 IN THE BEGINNING

AllSaints was founded by designer couple Kait Bolongaro and Stuart Trevor in 1994. The duo had a dream: to build a "Cool and unique fashion label with vintage-inspired garments that pertain a modern, rock ā€˜nā€™ roll-type sensibility for both men and women."

Stuart Trevor wanted to name the brand "The Saint" which represents the initials of his name "St.". However, he took inspiration from the "All Saints Road" in Notting Hill when he attended a carnival the summer before the establishment. The name then has become the renowned brand we know. 

AllSaints was originally only taking part in retail. In February 1995, we had our first fashion show in Paris, exhibiting male clothing. We caught the eyes of more than 100 top retailers worldwide, including Selfridges, Harvey Nichols, Barneys New York from the US, Fred Segal LA, and Ships/Beams from Japan.

1997-2005 MOVING INTO RETAIL

With our rich fashion attitude, underground music vibe, and vibrant cultural history, we chose Fouberts Place on Carnaby Street in London - officially introducing AllSaints to British high-end street fashion. On November 1, 1997, our first store opened in celebration.

Four years later, AllSaints' first womenswear design was launched with designer Kait Bolongaro in 1998. Inspired by the successful menswear designs of the year, the new womenswear design offers the perfect "boyfriend wardrobe", a boyish style of clothing featuring clean cuts, fine knitted and washed leather rider jackets.

AllSaints continues to develop its unique brand image, opening independent stores in Glasgow, Leeds, Manchester, Covent Garden, and Oxford Circus. In the summer of 2005, we opened our flagship store at Jack's Place in East London, and the headquarters was moved to the upper floor of the store at that time. The current location is today's AllSaints London Studios.

The AllSaints Ramskull

The Ramskull, the symbol of our heritage, shows the brand's attitude and rebellious personality. It is embroidered with 538 stitches onto many men's clothing. The Ramskull is one of the primary visual elements of AllSaints. 

Vintage Sewing Machines

No matter which branches around the world, whether it is old or new, customers are always obsessed with the sewing machines decorated in front of the store or in the store. AllSaints' classic sewing machine decoration began in 2009 in London's Westbourne Grove store cabinet on Portobello Road. More than 1,000 sewing machines were exposed for the first time. Today, Westbourne Grove is still home to more sewing machines than most store shelves in the world.