From East London, UK, AllSaints was founded in 1994, and have expanded worldwide. AllSaints emphasizes individuality and has visions for designing authentic clothing and bags. From the design and decoration of the store to the global online platform, as well as the design and production of all series of products, AllSaints is responsible for it. Its 2,800 employees uphold the core spirit of the brand and are committed to creating a comprehensive consumer experience for customers. They now have more than 130 direct-operated stores, specialty stores, franchise stores and outlet centers in 12 countries across the United Kingdom, Europe, North America, Asia, and the Middle East.

AllSaints was founded by designer couple Kait Bolongaro and Stuart Trevor. The duo had a dream: to build a "Cool and unique fashion label with vintage-inspired garments that pertain a modern, rock ‘n’ roll-type sensibility for both men and women.". Since the discovery of AllSaints, their iconic leather jackets have become a classic must-have item with their top-quality leather, combined with expert craftsmanship, neat tailoring and detailing. The signature leather jackets are displayed proudly throughout the Covent Garden Store, alongside the abundance of other trendy clothing items and accessories created by the brand.

No matter which branches around the world, whether it is old or new, customers are always obsessed with the sewing machines decorated in front of the store or in the store. AllSaints' classic sewing machine decoration began in 2009 in London's Westbourne Grove store cabinet on Portobello Road and is a brand stable to this very day. The Covent Garden store is striking and complements the brands alternative image. The interior décor features industrial elements such as metal fixtures and the iconic exposed brick walls which is incorporated into most AllSaints stores.

AllSaints in Covent Garden is clearly organised and spacious. The highlight of the Covent Garden store, based on Long Acre, is the "Biker's Cafe", which enables customers to enjoy a coffee (or even a cocktail!) in a cool, relaxing atmosphere, surrounded by vinyl records and vintage motorbikes.