AllSaints Founder Stuart Trevor to Launch Sustainable Fashion Brand During London Fashion Week (LFW)
Stuart Trevor, the visionary founder and former CEO of renowned UK retailer AllSaints, is set to make a significant foray into the fashion industry with the launch of an innovative, sustainable fashion brand.
What sets this collection apart is its strong commitment to sustainability, as it is meticulously crafted from recycled clothing and deadstock fabric. This eco-conscious approach underscores the brand’s dedication to reducing its environmental impact.
Scheduled for its debut during London Fashion Week on September 15, Stuart Trevor took to Instagram to announce that this brand will demonstrate how to «build a clothing brand that doesn’t produce any clothing.» Instead, it will repurpose «deadstock into living stock» and extend the life of garments by reimagining vintage and second-hand clothing.
Stuart Trevor, a former head of menswear design at Reiss and the creative force behind AllSaints, highlights the urgency of addressing the surplus of clothing in the world. The new label aims to address this issue by carefully selecting and customizing pieces, resulting in unique, one-of-a-kind items.
Complementing his existing venture, Bolongaro Trevor, established in partnership with Kait Bolongaro, this pioneering collection encompasses a wide range of sustainable fashion pieces. This includes recycled cotton T-shirts, hoodies, and a stylish hooded parka with distinctive patch detailing. Additionally, the collection features camo and denim jackets adorned with lace and patches, as well as quilted capri pants.
The brand’s mission is clear: to rejuvenate clothing through thoughtful processes that include reworking, rebranding, distressing, and reimagining. Each piece is carefully patched, printed, hand-painted, sprayed, washed, and embroidered. With a «less is more» philosophy in mind, the brand taps into the immense potential of vintage clothing and the millions of meters of deadstock fabric that too often ends up in landfills.
Stuart Trevor’s vision extends beyond fashion; it’s about empowering individuals to rediscover their passion for fashion while making sustainable choices. By offering durable clothing options with minimal environmental impact, he seeks to set a new standard for the fashion industry’s sustainability efforts.