British fashion retailer AllSaints is going the distance to prove that film and fashion are indeed part and parcel.

A brand synonymous with indie culture, AllSaints foray is a logical follow up to their successful endeavours into the music industry via AllSaints Sessions, which has featured artists (both live music sessions and interviews) including Gold Panda, Kelis and Paloma Faith, recorded at the world’s leading music festivals from Bestival on the Isle of Wight to Austin’s SXSW.

AllSaint’s Creative Director, Wil Beedle will be overseeing the development of the brand’s newest division and the production of all in-house content, a duty Beedle views as a natural progression of the job, as he shares with FILLER. “Film blends seamlessly into what we do; creating and evolving independent thinking and innovation,” he says.

First up from the team at AllSaints Film is New Music City, a documentary about the  burgeoning Nashville music scene directed by Ben Strebel and produced by SomeSuch & Co. Filmed at this year’s SXSW, the film is centred around talent from independent record label, Serpents and Snakes helmed by the gentlemen of the Kings of Leon.

With the launch of their first film still a few days away, fans of the brand interested to see with what the label plans to satiate shoppers’ appetite for film, can check out the teaser below before viewing the full documentary on May 21st, screening exclusively on the AllSaints website.

Published May  17, 2013