British clothing brand AllSaints has just debuted its sixth US shop in Los Angeles, with plans for 50 subsequent shops to follow by 2015. Having premiered its first stateside store earlier this year, AllSaints is setting its sights on a major US expansion. This summer, they ingrained themselves into the mind of young New York by hosting private parties on the Williamsburg waterfront during the Jelly pool parties, and the company’s CEO for North America told Fast Company that AllSaints is looking to bring “affordable luxury to the U.S. market.” Think $400 leather jackets and designer denim starting at $110. Not bad.
Simply put, it’s a more exclusive price point of than that of AllSaints’s high-street competitors, like H&M and Zara; but still far cheaper than the goods most high-end fashion houses are slinging. It’s kind of like J. Crew for the rock n’ roll set. Fast Company notes, however, that AllSaints’s niche approach could hinder reaching increasingly wide markets, as not everyone is looking for draped knitwear, slim-fitting denim, and deconstructionist dresses. But, “with sales grown almost tenfold” in the last four years (over $200 million), AllSaints seems to have plenty of interested consumers. Is one step up from fast fashion, but not quite luxury line, the new hot spot as far as sartorial pricing is concerned? If AllSaints’s recent successes are any indication, signs are very strongly pointing to most definitely.