The founder and former MD of fashion brands All Saints and Bolognaro, Stuart Trevor, is to launch a new label under his own name made entirely of recycled vintage clothing and deadstock fabrics.
Recognising ‘there are far too many clothes in the world already’, the label will “rework, rebrand, cut up, distress, and reimagine” old clothing, utilising the millions of tonnes of clothing and millions of metres of dead stock fabric going to waste or landfill.
Posting on Instagram over the weekend, Stuart Trevor wrote:
“For many years, many friends and associates have asked me to produce a new collection. The last thing the world needs is another clothing company – what about a clothing company that doesn’t produce any clothing?”
The first collection will launch on a new website – www.stuarttrevor.com – on 15 September 2023, the same day it will be on show at an exclusive launch party during London Fashion Week.
Prices within the collection will start at £35 to £50 for t-shirts and up to £350 to £1,000 for “rare and exclusive pieces.”
“There’s a huge supply of vintage clothing ready to be given new life, millions of metres of dead stock fabric either laying around in fabric mills or ending up in landfill. We want to turn this ‘dead stock’ into ‘living stock’,” said Stuart.
Having founded All Saints in October 1994 aged 28, Stuart said he “now wants to create something that brings the same joy, even more pleasure to people while doing what’s right for our planet.”
The label emerged from the creation of small quantities of reworked outerwear produced at Stuart Trevor’s small factory in East London. It will now make its debut at London Fashion Week in September.
“People want to have more fun, rediscover the magic of fashion, buy clothes that will last, that have the smallest possible environmental impact. We will make this possible,” said Stuart. “Eco anxiety among children is greater than ever before, we need to do something about that. We need to act now.
“We will be producing recycled cotton tees and hoodies etc, but we’re starting with a never-ending supply of existing garments that are already out there.”
