Stuart Trevor, founder and former CEO of AllSaints, has shared details for the first collection of his clothing brand, which will air at a launch party during London Fashion Week on 15 September.
By Katie Ross29 August 2023
Trevor who announced the initial launch of his new brand via Instagram last month (July) revealed a sneak peek of select pieces on Saturday (26 August), as well as its eponymous name.
“Stuart Trevor sets out to prove that you can build a clothing brand that doesn’t produce any clothing,” read the post.
It also quoted Trevor, who said: “There are far too many clothes in the world already.”
Stuart Trevor will use recycled clothing and deadstock fabric for its collections, and clothes will be “reworked, rebranded, cut up, distressed and reimagined with care”.
The collection includes a hooded parka with patch details, green quilted capri pants and several checked jackets, while a website and online store are “under construction” and are scheduled to go live within the next few weeks.
“There’s a huge supply of vintage clothing ready to be given new life, millions of metres of ‘dead stock’ fabric either lying around in fabric mills or ending up in landfill. We want to turn this ‘deadstock’ into ‘living stock’,” the post continued.
The original announcement on 9 July, reiterated this weekend, stated: “Eco anxiety among children is greater than ever before, we need to do something about that. We need to act now.” Trevor added that his children never buy new clothes and only ever wear vintage.
Trevor, now 56, began his career in 1985 aged 19 as the first buyer and designer for Reiss. He founded AllSaints in 1994 aged 28 and was creative director until 2006, founding men’s and women’s wear brand Bolongaro Trevor in 2007.
Trevor said in the post that he missed AllSaints, calling it his “baby”, and said the brand’s sell-out biker jacket was actually inspired by a vintage find.
“People want to have more fun, rediscover the magic of fashion, buy clothes that will last, that have the smallest possible environmental impact. We will make this possible,” Trevor added in the post.
