Women’s Wear Daily
04.24.2014
fashion-scoops
fashion-scoops

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.

fashion-scoops/news
Most Recent Articles In Fashion Scoops
Most Recent Articles In Fashion Scoops More Articles By

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.

load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.

Ads by Google

Newsletters
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

Publications

ArticleFinder

Fashion


Choose By

Clear

How it works

Close

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.


Or