In the ever-volatile world of fashion retail, some brands vanish with barely a whisper. AllSaints, however, refuses to go quietly. Its story is part cult favourite, part cautionary tale—and entirely fascinating.

The brand has faced down near-collapse, complex restructures, and shifting ownership. Yet it still dresses a loyal following in washed leathers, charcoal drapes, and attitude. Its stores remain immersive, its identity intact. Even when the spreadsheets wobble, the styling doesn’t.

This is not a polished journey. It’s a retail rollercoaster—but one that reveals vital lessons about brand staying power, emotional consistency, and the balancing act of being both outsider and operator.

Founded in 1994 by Stuart Trevor and Kait Bolongaro, AllSaints began as a menswear wholesaler named after Notting Hill’s All Saints Road and Trevor’s initials (“ST”). Its first standalone store launched on All Saints Day in 1997—setting the tone for a brand where symbolism and story matter.

From the start, AllSaints was never just about product. It was about presence. The aesthetic—gritty, urban, and unpolished—offered a direct counterpoint to the glossy high street. You didn’t just wear AllSaints; you bought into a feeling.

By 2010, global expansion was in full flow. Flagship US stores opened in New York, LA, Miami, and Chicago. International growth exploded. But like many fashion brands of the era, scale came at a cost.