Product range. Menswear and womenswear ranging from swimming suits to overcoats. Designs are minimalist in appearance with colourways equally demure. The shades of gray, beige, black, and white dominate the palette, with occasional appearance of ash pink, blue, and khaki. All Saints are renowned for their iconic leather jackets, relax fitting and stripped down to the bare essentials.
Originality. All Saints collections are never bad taste, neither are they boring by any means. It's the print designs and draped silhouettes that make All Saints pieces stand out. Dresses with asymmetrical hems and waist belts are used from one collection to the next with the prints well beyond floral and striped patterns. Very common are tie-dye prints that are, however, less blatant that those popular with hippies. The company collaborates with rock music bands on a regular basis. The connection with alternative music scene is part and parcel of the brand's concept: the trademark minimalism notwithstanding, All Saints stores are always imbued with a sense of rebel spirit.
Chic. All Saints prefer to stand aside from the latest trends. The stores may well feature something like culotte jeans or vintage 1970s skirts in patchwork suede, but on the whole the collections are most original.
Pricing. Dresses cost £150 on average, leather jackets are £300, and jeans are £90.
Corporate history highlights. All Saints are a relatively young British company. It was founded in 1994 by Stuart Trevor and Kait Bolongaro. They started out by selling menswear at Harvey Nichols and Harrods, which was quite a beginning in itself. The company opened its first stand-alone store in London in 1997 and introduced the womenswear collection in 1998. Year 2010 has been the year of the most rapid expansion in the company's history so far.