Co-founders Benjamin and Bror share their evolution from a magazine to a recognized fashion brand, emphasizing sustainability and the challenges of scaling.
Benjamin and Bror, co-founders of the fashion label All-In, discuss their journey and aspirations amid their recognition as contenders for the LVMH Prize. The company, which originated as a magazine in 2015, transitioned into a fashion brand with its first collection debuting in 2018. Initially conceived for a photoshoot, the unique garments caught the eye of retailer Maryam Nassir Zadeh, leading to All-In’s inaugural runway show at her store in 2019. They have since developed their aesthetic, focusing on one-of-a-kind, upcycled pieces that emphasize sustainability.
In recent years, All-In has gained international attention, making a strong impression at a Paris showcase in 2021, where industry leaders prompted them to consider scalable production models. “We design everything working with existing garments that we deconstruct and reconstruct,” Benjamin elaborated, noting the brand’s evolution towards producing garments suitable for wider distribution while maintaining their commitment to sustainability.
Bror highlighted the multifaceted challenges that emerging designers face today. He remarked, “You have to put on so many different hats. One day you’re a designer, a merchandiser, a salesperson, your own PR; you kind of have to know how to do everything.” With the dynamic nature of the fashion industry, these roles can become increasingly complex, especially for small teams. The duo expressed gratitude for their partnership, stating that their collaboration allows them to support one another through the challenges of running a nascent fashion brand.
Recognition from the fashion industry comes with the LVMH Prize, which both founder’s view as a significant benchmark in their careers. Reflecting on this recognition, Benjamin noted, “It’s been very exciting to be recognised in this way by the industry. The weirdest thing is that some of the people you admire most are actually going to look at what you make.”
Should they triumph in securing the prize, Benjamin indicated plans to invest in enhancing their infrastructure to better support their production of upcycled vintage clothing. As they navigate the complexities of scaling their business, they remain committed to their brand’s original ethos of sustainability, making it a cornerstone of their ongoing journey in the fashion world.
The mention of Boyedoe by David Boye-Doe Kusi from Ghana signals an expanding landscape of innovative fashion designers emerging globally, further highlighting the evolving nature of the fashion industry.
Source: Noah Wire Services
