Cult fashion label All-In, beloved of editors and celebrities alike, is undergoing a rebrand. Starting today, it will be known as August Barron, reflecting the names of founders Bror August Vestbø and Benjamin Barron, and following the more traditional luxury format of eponymous brands.
“For a while, it felt like All-In existed on the periphery of fashion. Now, we want to be seen as a more traditional fashion brand [because] it feels like we are quite involved in the actual fashion industry,” Barron says, speaking over Zoom from their studio in Paris. “The structure of our project isn’t changing, we’re still going to be releasing clothing and publications, it still just felt more exciting for us now to have the name be reflective of us and where we are at.”
