Former AllSaints and Bolongaro Trevor boss Stuart Trevor has taken up a position as creative director and designer at new film-inspired fashion etailer Elensa, which is due to launch on 24 November.
The new etail venture was founded by film producer Maggie Monteith and costume designer Andy Blake, and Trevor has become a partner.
Its limited edition own-brand collections will be based on Monteith’s film projects, starting with documentary Ferrari: Race to Immortality, which was released on 3 November in the UK.
The initial 25-piece collection includes Crombie coats, waistcoats and accessories, which are inspired by 1950s fashion and the Formula One racing scene. It was made in the UK with fabric sourced from Italy, and retail prices range from £20 for a T-shirt to £400 for a parka.
The Elensa website will also sell 15 third-party fashion and footwear brands, including Trickers, Oliver Spencer, Kestin Hare, Barracuta, Traffic People and Ale Walsh. It is in talks to add another 15, including accessories brands.
The etailer will focus on menswear to begin with, with plans to extend to womenswear “in the works”, to become a lifestyle etailer in the long term.
Trevor, who founded AllSaints in 1994 before departing in 2005, told Drapers he got involved with Elensa after realising it “could be an incredible business” because of the “glamour” behind Monteith’s film projects.
Blake added: “We wanted to get Stuart involved as a retail guru. He’s enabled us to produce our own product at [premium] price points – a massive part of the business that we were unsure about.
“Everything will be stocked as limited editions – only 25 parkas will be sold a certain colour for our first collection, for example.”
Although the etailer launches on Black Friday, Trevor was keen to distance its timing from the Sale period launch: “It’s why we see our launch as a soft launch. We’ll be avoiding Black Friday like the plague – the Black Plague.”