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AllSaints launches its own fully-operational film unit, with the intention of delivering multiple projects each year exploring everything from music, style and street documentaries to moving image installations.
Under the supervision of creative director Wil Beedle, the first short in the series is New Music City, a documentary focusing on Nashville as a cultural hub.
"Whether it's Dolly Parton tugging heart strings or Jack White operating a one-man music industry out of his local neighbourhood, Nashville has always been American music city central," says Beedle. The film highlights Serpents and Snakes' roster of Nashville based bands.
With footage from this year's SXSW, a screening room has been created at the brand's Earlham Street space, featuring seats from a Nashville movie theatre. The full documentary will premiere on AllSaints's website, produced by Somesuch & Co.