Who are All Saints Spitalfieds and what makes the brand so individualistic?

All Saints Spitalfileds is a British fashion retailer headquartered in Spitalfields, in east London. The business was founded in 1994 as a menswear shop. The company name was inspired by the arty and musical All Saints Road in London’s Notting Hill and 60’s TV icon Simon Templar (‘The Saint’) and the first stand-alone All Saints store was opened in 1997 on Carnaby Street in London on All Saints Day. 




Music plays a key role in the company’s aesthetic illustrated by its collections. The following year, womenswear was included in the brand offering. In 2004, the company has expanded to 10 stores in the UK and in 2006 it launched its e-commerce website. The brand was expanding globally very rapidly in 2009-2010, when it launched its US-specific e-commerce site and it started opening stores around the US including New York, Boston, Miami, Los Angeles and so on. By 2010, the North American expansion reached £43 million which lead to troubles with paying its suppliers. In 2011, the company was largely indebted and it was saved from a collapse by the private equity firm Lion Capital LLP which now holds 85% of All Saints.   The company plans to have 30 stores around the US by the end of 2013. For more information click here

The brand is described as a 'sea of black,beige and grey' as you will see later in the Spotted Campaign and it is differentiated by its trademark logo which is a skull and the brand tries to create a distressed look, which is strongly recognizable. The clothes are made to look 'well-worn in and scuff Victorian-style boots without laces'.

All Saints could be claimed to operate in a separate sector from its competitors as it tries to reproduce an impossibly duplicated brand image. According to the brand, there is no typical All Saints shopper as they are all really varying, but they are described as typically between 14 and 50.

The original website of the brand can be found here