This summer AllSaints goes to Hawaii.
Our ongoing global journey to connect with the people and places that
inspire us most takes us to the ‘Seven Mile Miracle’, the iconic
stretch of beach steeped in surf and slacker culture, located along
the North Shore of Oahu, Hawaii.
Local legends, free-spirited souls, pilgrims from afar, and friends for life. This emerging generation brings its own unique lifestyle to AllSaints’ summer season collection.
For years we’ve celebrated the iconography of the Hawaiian shirt, now we want to celebrate the people of Hawaii. Spending a week street-casting, making new friends, governed only by the waves and the weather, we let the cast of the campaign guide us into their lives, their stories, their emotions – a love letter from AllSaints paying homage to Hawaii.