buying and merch Portfolio- ALLSAINTS DOCUMENT TO UPLOAD | Page 10

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BUYING AND MERCHANDISING
BUYING AND MERCHANDISING
INSPIRATION
Figure 4
The brand name ‘Allsaints’ was inspired by London’s own Allsaints Road in Notting Hill, which is predominantly known
for being both arty and musical due to the famous Notting Hill carnival. The brand name was also inspired by 60’s
TV fictional icon, ‘The Saint’, Simon Templar. Musical culture and heritage play a huge role in Allsaints’ aesthetic and
influences, with legends such as Allsaints Road regulars, The Clash (Anonymous, 2011).
Will Beedle, creative director of Allsaints has said that the east end of London is a major part in the brand’s DNA. There
is an increasing presence in young and new culture with artists, musicians, designers and fashion students in the
surrounding areas of Hackney, Brick Lane and Hoxton, all newly-desirable neighbourhoods (Conlon, 2015).
Figure 5
‘‘London fundamentally influences, informs and inspires me’ – Will Beedle (2015).
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