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AllSaints Sets Exhibit for London's Covent Garden Store

The Biker Project: Series One showcases a series of one-off biker jackets, all original designs ranging from traditional to shearling capes.

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BE MY BIKER: AllSaints is making a leather-clad comeback.

The British brand, which was rescued from bankruptcy in 2011 by Lion Capital and Goode Partners, is showing off its assets with an exhibition of one-off biker jackets at its oldest store in London’s Covent Garden.

The 50-piece exhibition, known as The Biker Project: Series One, showcases original designs ranging from traditional black leather bikers — with or without studs — to jackets fashioned from needle-punched boucle or washed silk, to shearling capes.

The pieces hang on hooks from the ceiling of the store, and the installation looks more like art than retail. All of the jackets have been designed and manufactured in-house by AllSaints, a vertically operatedcompany, and tattooed with a limited-edition series number.

The display also features a short, black-and-white film that underlines the brand’s commitment to craftsmanship. After the London outing, AllSaints plans to take the show to cities worldwide.

“We’re known for the biker jacket, and we wanted to riff on the theme,” said creative director Wil Beedle during a walk-through of the display. “The biker jacket is punk, rebellious, and we have that spirit within us. And this is the first example of us presenting a series of the core iconography of our brand.”

The Covent Garden space, on Earlham Street, will in the future be used as a showcase for creative events, exhibitions, and performances as the brand hones its image and offer under the newly named chief executive William Kim.