British retailer AllSaints, known for their distinctive rock’n’roll aesthetic continues to strengthen their brand through music and culture by launching a new division this week, All Saints Film.

The project will commission young up-and-coming filmmakers, supervised by the brand’s creative director. First out is New Music City, a documentary by Somesuch & Co about Nashville’s thriving music scene, including Kings of Leon’s label, Serpents and Snakes. AllSaints was also part of the label’s showcase at this years SXSW festival, where much of the footage is taken.

This is a well-executed example of a retailer embracing editorial style-content, contributing to the increasingly blurring line between shopping online and consuming editorial content.