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AllSaints

The rockiest retailer in Bluewater has cleaned up its act for spring 12 with fewer fussy details.

Product
Gone are the days of shredded denim and T-shirts that look like they lost a fight with Edward Scissorhands - this season AllSaints has got cleaner with fewer treatments and it’s all the better for it. The pale palette looks fresh in-store, the washed shirting and denim benefitting from a softer look. Printed denim and chambray shirts stand out as do the well-cut chinos and printed swim shorts, but the outerwear seems a little heavy for spring.
8/10

Value
This is the area AllSaints tends to fall down in. A loose-weave cotton jumper is expensive at £75 while a white cotton Oxford, also at £75, is no better quality than the French Connection one next door but without the button point of difference. The aforementioned chinos are good quality, the fit making the £65 price tag attractive. Denim at between £75 and £85 is standard decent quality AllSaints fare but a little mucked around with for the new aesthetic.
6/10

Experience
Much like at Ted Baker, when walking into this AllSaints store it would be hard to think you were anywhere else. The store concept is tight and on-brand with exposed girders, industrial fixtures, scrubbed wooden floors, heavy duty metal work and a wall of vintage sewing machines conveying the brand identity perfectly. The indie music and too-cool-for-school staff also contribute even if they were a little distant, while the store is well stocked if a little chaotically set out.
7/10

View the full report here

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