The AllSaints founder wants hoteliers to rethink the way they dress staff
Stuart Trevor, the maverick who once outfitted the likes of Depeche Mode, The Who, and Destiny’s Child through his iconic brand AllSaints, is back – and this time, he wants to turn the fashion industry on its head.
His self-named latest venture is as unconventional as it gets: “Imagine a clothing company that does not produce any clothing,” he says, with the kind of twinkle in his eye that suggests he’s absolutely serious.
I caught up with him at Pan Pacific Singapore where he had just spoken at a hotel investment conference to raise awareness of the need for hoteliers to rethink the way the way they dress staff.
“When you think about it, staff uniforms in hotels are mostly made from polyester,” he says, shaking his head. “That’s madness. It’s bad for the planet and bad for the people wearing them.”
Stuart Trevor: “When you think about it, staff uniforms in hotels are mostly made from polyester. That’s madness. It’s bad for the planet and bad for the people wearing them.”
From hand-me-downs to high fashion
Trevor’s story starts far from the glamour of fashion capitals. Raised in a poor household in Scotland, his earliest experiences with fashion were born out of necessity. “I learnt at eight or nine how to sew,” he says, remembering how he learned to customize hand-me-down clothes. “There were no fashion shops in Scotland then, so I just made my own.”
His love for style took root watching David Bowie, his lifelong muse. “The first time I saw Bowie, I was obsessed. He inspired me on a journey,” says Trevor, whose initials – ST – now double as the name of his latest project, a subtle nod to Bowie’s influence.
“I’ve always dressed everyone,” he says, referring to rock gods and cultural icons who became global ambassadors for his style.
The AllSaints era: Rock & Roll meets retail
Trevor has always been a bit of a trailblazer. In the 80s, when he was with Reiss, he launched the first line of hoodies in the UK. “No one had even heard of hoodies back then,” he laughs.
After spending 10 years at the global fashion brand, Trevor found the corporate world stifling. “It was too rigid,” he recalls. At 28, he founded AllSaints, a brand that stood out for its washed leather jackets and Ramskull logo tees and knits. “We wanted everything to last – beautiful quality clothes, natural fibers, nothing too wacky, and never following trends,” Trevor explains.
“I wanted everyone to be able to dress like a rock god on a budget,” he says.
With deadstock fabrics and direct-to-consumer production, AllSaints quietly laid the foundation for what would now be considered sustainable practices, though back then, Trevor admits, “No one talked about sustainability.”
AllSaints grew into a £350 million powerhouse, but behind the scenes, Trevor felt disconnected. “I did everything creative,” he says, “but I had a partner who did things I couldn’t agree with. I planned an exit.” The experience left him with a hard-earned lesson: “Never let anyone have majority share. You lose control, and with it, your values.”
Reinventing fashion – without making clothes
After stepping away from AllSaints, Trevor started working with small startups creating positive social impact — from bakeries training domestic abuse survivors to coffee shops employing ex-offenders. This, combined with the environmental realities he couldn’t ignore, made him reimagine fashion altogether.
“The world doesn’t need another clothing brand,” Trevor says bluntly. “But what if we take the old and make it new again?” His new project, simply named Stuart Trevor, revolves around customizing, upcycling, and reworking vintage garments. “I realized I’ve been customizing vintage clothes all my life,” he shares. “During lockdown, I even taught my daughters to turn old clothes into something cool.”
The project began serendipitously. What started as a small event in a vacant London loft turned into a pop-up phenomenon. “I just wanted to make £5,000 a week,” he says. “Suddenly, 750 people showed up at the first event.” Within 18 months, Stuart Trevor had thousands of customers, an online store, and a cult following.
Photo credit: Stuart Trevor
The anti-fashion fashion brand
At its core, Trevor’s new venture is about disrupting a broken system. “The fashion industry is the third largest polluter in the world,” he says. “Fast fashion is destroying the planet. Not everyone can afford expensive clothes, but everyone deserves good clothes that last.”
Trevor’s answer? A circular fashion model. His team takes vintage pieces, deadstock fabrics, and surplus garments, and creatively reimagines them. “I’m not a monk,” he jokes. “I still want the dopamine hit of buying something cool — but I want it to be made the right way.” His clothes are made from 50% recycled cotton or repurposed fabrics and avoid synthetic materials like polyester, which he calls “wearing a plastic bag.”
The project has expanded beyond clothing. Trevor envisions an ecosystem – food, hotels, even uniforms – all built on sustainable principles, and this is where he wants to send his message to hoteliers.
“Most uniforms are made of polyester, we should not be wearing polyester on our skin, it’s like staff wearing plastic bags to greet guests,” he says.
Lessons from the journey
At 50, Trevor isn’t chasing millions – he’s chasing meaning. “Most people are interested in money,” he says. “I’m interested in art and fun. I can’t wait to get to work every day.” His ambitions are clear but grounded. “I want to build the world’s most sustainable brand. I’ve gone back to my roots.”
His advice to young entrepreneurs? “Keep your eye on your target. Never lose control. Focus and never stray from your path. Even if it’s a choice no one understands — follow your heart.”
