Rebel With a Cause
Between today’s launch of the AllSaints installation, Biker Project: Series 1 and Jay-Z singing about the brand in Justin Timberlake’s record-breaking song “Suit and Tie,” AllSaints creative director Wil Beedle could barely contain his excitement. “The biker jacket is an iconic silhouette for us, and it sums up our DNA, which is a little rock ‘n’ roll, but a thorough commitment to exquisite craftsmanship and design,” Beedle told Style.com. In an effort to convey its “slightly disruptive yet nimble” core, the London-based brand stripped its Covent Garden shop “back to its industrial bones,” making it the ideal location to exhibit fifty meticulously constructed biker jackets (some of which even include tattoo ink). The label also created a corresponding film that, debuting exclusively below, details the making of its signature leather toppers.Having previously collaborated with Tinie Tempah, Thenewno2, and Kings of Leon (just to name a few), AllSaints has some pretty legit rock ‘n’ roll ties. The label took its rebel status one step further with last year’s launch of the Basement Sessions—a series of weekly performances and interviews with musical heavyweights like Fatboy Slim, Gary Numan, and Kelis, that streamed on its Web site. And, of course, having the likes of Kristen Stewart, Cara Delevingne, Russell Brand, and Lourdes Leon as die-hard fans helps with the street cred.The Biker Project will eventually go on a road trip, with the jackets being auctioned off for a yet-to-be-named charity. And it seems like the brand is ramping up for a little adventure, too. “Our Los Angeles store opens in April—that will make fifteen stateside shops, alongside our Bloomingdale’s concessions,” Beedle says. “Our fans in America have shown a humbling amount of support. Americans can definitely relate to London’s rock ‘n’ roll rebellion vibe.” Watch out, L.A.—here comes trouble.