AllSaints: Choosing JOY over growth (and choosing to let go), with Stuart Trevor

Today on the podcast I am joined by the legendary Stuart Trevor - founder of AllSaints. And now his latest project Stuart Trevor.

I wanted to speak to Stuart because this podcast is about living before you run out of hours - and Stuart embodies this more than most. 

He started All Saints in the 90s and built it into a cult brand - dressing rockstars like Kings of Leon, The Who, Depeche Mode, Placebo and Destinys Child and Gwen Stefani - at its peak it had over 200 stores worldwide across 25 countries, with hundreds of millions of revenue.

But he went on to sell it. 

Stuart had previously been scouted by two of the biggest fashion brands at the time - Paul Smith and Reiss - and ended up joining Reiss and working under David Reiss’ tutelage for a while until he plucked the courage up to start his own brand.

The shop has changed a lot now, it’s a world away from the All Saints that Trevor poured his love and soul into - so this is a story of building what should exist, letting go, and moving on to a new passion in your next chapter. It’s also a story of what happens when you seek to optimise JOY and FUN and not just productivity and efficiency. Much needed in today’s world.

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