AllSaints joins fashion’s ‘Hack Pack’

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Set to take place May 10-11, Decoded Fashion will see 250 top coders and tech entrepreneurs organized into teams working through night and day to create innovative problem-solving applications designed for the fashion and retail spheres.

“Hackathons…attract the most passionate,” Jen Rubio, global head of innovation at AllSaints explained to WWD. “Those are the people we want to work with.”

The slickest product will be picked from a shortlist of five finalists by a panel headed by British Fashion Council chief executive Caroline Rush at the Decoded Fashion Summit on May 13. The team will then be sent by AllSaints on a five-day trip to the global tech capital San Francisco, where they’ll network with some of the industry’s top talents.

In addition, the top three app-building teams will get the chance to test out their digital creations via the AllSaints website and at the brand’s stores around the globe (currently numbering over 100). 

Founded by Liz Bacelar in 2011, Decoded Fashion is the world’s first Fashion Hackathon, designed to reflect the way technology is increasingly becoming part of the fashion mainstream. This year’s Decoded Fashion Summit in London will feature talks from AllSaints chief executive officer William Kim, Facebook’s Tracy Yaverbaun (the social media giant’s group director for fashion and luxury) Intel’s Elaine Cook, and Dolly Jones, editor of


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