Stuart Trevor, founder and former chief executive of AllSaints, is launching a new fashion brand, which promises to not make any new clothes.
Trevor said in an Instagram post that his firm, which bears his name, will keep apparel in circulation “by reimagining vintage and second-hand clothing,” using recycled clothing or deadstock fabric.
By converting “dead stock into living stock,” Trevor claimed the company, which will debut during London Fashion Week on September 15, will “prove that you can build a clothing brand that doesn’t produce any clothing.”
The clothing company continued, saying there are “far too many clothes in the world already,” and that it will customise carefully chosen things to produce one-of-a-kind, distinctive items.
“Our clothes are reworked, rebranded, cut up, distressed, and reimagined with care – patched, printed, hand painted, sprayed, washed and embroidered, often with ‘less is more’ in mind,” explains the brand on social media.
The collection teases recycled cotton T-shirts and hoodies, as well as a hooded parka with patch detailing, camo and denim jackets adorned with lace and patches, and green quilted capri pants.
