The foundation of this partnership was laid through a personal connection that turned into a mission-driven collaboration. At the heart of the story is Lyndon Lea, founder of Lion Capital, the lead investment firm behind AllSaints. A longtime advocate for social impact, Lyndon was introduced to Not For Sale’s mission and recognized an opportunity to bridge the gap between business and activism. His passion for ethical business practices led to AllSaints forming a deep-rooted partnership with Not For Sale, ensuring the brand could integrate sustainability, ethical labor, and corporate social responsibility into its business model.

What started as a personal commitment soon became an institutional pledge, one that has transformed both organizations. For AllSaints, it solidified a leadership role in ethical fashion, proving that global brands can thrive while making a tangible difference. For Not For Sale, the partnership provided a model for how social enterprises can collaborate with major brands, leveraging business as a tool for systemic change. Through this alliance, Not For Sale expanded its reach, deepened its impact, and demonstrated how private-sector engagement can accelerate the fight against human trafficking.

In 2021, AllSaints and Not For Sale marked a significant milestone,10 years of partnership. To solidify their commitment to fighting modern slavery, AllSaints pledged another decade of support, ensuring that their collaboration continues to protect and uplift at-risk communities worldwide.

Since its inception in September 2011, this partnership has generated significant social impact, combining financial contributions, employee engagement, and global advocacy to support Not For Sale’s programs in nine countries.

Employee Engagement & On-the-Ground Support
AllSaints employees have been active participants in Not For Sale projects, traveling to the frontlines of social impact work. Teams have visited Not For Sale initiatives in Thailand (2016, 2019, 2022), Romania (2014), and Peru (2022) to engage firsthand with communities affected by exploitation. These immersive experiences have strengthened AllSaints’ commitment to ethical practices, ensuring their business remains aligned with Not For Sale’s mission.

At its core, this partnership is about more than just philanthropy, it’s about reimagining how business can drive social change. AllSaints has made ethical sourcing and fair labor practices a priority, ensuring that everyone involved in the production of its products is treated with dignity and respect.

By working closely with trusted suppliers, maintaining transparent supply chain practices, and implementing a strict code of conduct, AllSaints is setting an example for the fashion industry. The partnership with Not For Sale reinforces the idea that a brand’s success should not come at the expense of human dignity.

The Not For Sale x AllSaints partnership has become a powerful blueprint for how companies can integrate social impact into their DNA. With an extended 10-year commitment, both organizations are looking ahead, focused on expanding their efforts, innovating solutions, and continuing to challenge the status quo of the fashion industry.

As they embark on this next chapter, the goal remains clear: to create a world where fashion is not just about looking good, but doing good.

In alignment with this vision, AllSaints and Not For Sale are exploring new ways to deepen their collaboration. Plans are in discussion to launch a new donation initiative via Adyen, giving customers the opportunity to support Not For Sale’s mission at checkout in AllSaints USA stores and on the AllSaints USA website. Once implemented, this initiative will provide a simple yet powerful way for customers to contribute, further demonstrating AllSaints’ commitment to Not For Sale’s work and impact efforts.