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AllSaints creative director Wil Beedle departs after 18 years

Lauretta Roberts
22 July 2021

AllSaints chief creative director Wil Beedle is to leave the premium British fashion brand after 18 years, 10 of which were spent in his current role.

Beedle is standing down to focus on his own label Shoreditch Ski Club, an eco fashion brand he created and designs.

“We wish him all the best for the future and are excited to see SSC grow,” AllSaints said.

Beedle joined AllSaints in 2006 as menswear director and was promoted to chief creative director in 2012. He launched his own label Shoreditch Ski Club in Selfridges in 2018, which specialises in puffer jackets made from recycled fibres and post-consumer plastic bottles.

His departure comes a year after AllSaints was given the go-ahead to carry out a restructure of the business via a CVA, which led to its 41 stores in the UK and 42 in the US shifting to turnover-based rents.

Earlier this month, AllSaints digital chief Suzanne Egleton left to join Cath Kidston as chief commercial officer.

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