AllSaints launches limited cultural magazine "The Ram" for the first time

AllSaints launches the limited edition cultural magazine "The Ram" for the first time.

AllSaints, a fashion brand originated in East London, UK, has established a distinct cool personality with its leather jackets and has become one of the wardrobe favorites of contemporary stylish men and cool women. AllSaints will celebrate its 30th anniversary in 2024. This year (2026), the autumn and winter of AllSaints will usher in the first work of new creative director Aaron Esh. Through classic items such as white T-shirts, denim and leather jackets, the core spirit of the brand since its establishment in 1994 has been reorganized. Now the next step is to step directly into the field of clothing and launch the limited edition cultural magazine "The Ram" for the first time, extending the perspective beyond clothing, cutting into fashion, music, art and subculture, redrawing the cultural map belonging to AllSaints.

"The Ram" is inspired by the DIY spirit of the punk publishing culture of the 1970s. It records contemporary London creators in a direct, uninhibited, and unconstrained way without being bound by traditional frameworks. From the ram on the cover to the large black-and-white photography, handwritten fonts, comics and collage layout on the inside pages, they all deliberately retain the unmodified feel of an underground publication, echoing the uninhibited attitude that AllSaints has always emphasized.

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"The Ram" is inspired by the DIY spirit of the 1970s punk publishing culture, and the ram on the cover echoes the brand's iconic code.

The interior pages use retro fonts and black-and-white photography, treating "style" as a personal attitude that is not deliberately arranged and is naturally formed by the wearer.

"The Ram" makes extensive use of hand-drawn comics, black-and-white illustrations and irregular layouts, deliberately retaining the rough texture of underground publications to record the appearance of contemporary London subculture.

The contents of the cultural chronicle span across people, neighborhoods, fashion and cultural observations, using photography, handwriting and collage to present contemporary East London in the eyes of AllSaints.

The magazine is helmed by Matthew Whitehouse, the former editor-in-chief of "The Face", and is under the artistic direction of Jamie Reid. The content spans fashion features, character profiles and visual stories, presenting distinct and authentic cultural viewpoints with a humorous and frank editorial perspective.

The lineup of the first issue is also quite diverse. Writers and psychologists Iain Sinclair and Aaron Esh started a conversation, looking at the urban temperament of London from style and cultural observations; Glitchpop sister duo Vaseline shared their experimental music creation process. Photographers Anton Gottlob, Roxy Lee, stylist Hollie Williamson, writer Osman Ahmed and artist Athen Kardashian are also invited to join in to piece together the cultural landscape of contemporary London from different perspectives.

What's more noteworthy is that "The Ram" also launched a new editorial project "Seen By" for the first time, inviting different photographers and stylists to freely interpret the AllSaints season series, so that clothing is no longer just a one-way output product, but becomes a cultural medium that creators can reinterpret. To celebrate the launch of the limited edition cultural magazine, the brand will create an immersive installation at its Regent Street store during London Fashion Week to fully demonstrate the new AllSaints worldview that extends from clothes to reading and space after Aaron Esh took over.

The first issue brings together creators from different fields such as musicians, artists, photographers, stylists and writers to piece together the cultural landscape of London through multiple perspectives.

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