Clothing label ALL SAINTS enters the music realm

Image via ALLSAINTS.comBritish fashion house ALL SAINTS SPITALFIELDS recently announced that the company is launching a new music-focused venture called  Basement Sessions.  Described as a "New music and culture initiative for 2011" Basement Sessions features exclusive recordings and interviews with artists including Little Comets, Idjut Boys,  Zane Lowe and Surfer Blood among others.

"Recorded and filmed in a warehouse space below our E1 London design studios these sessions will present live performances, lectures, interviews and unique insights for a global audience featuring new artists, pioneers and bastions within the industry." The All Saints PR team said via the company's official website. 

Although the initial launch only features four artists, they encompass artists both rising and established that also cover multiple genres. The project, if it continues in the vain in which it has started, provides a great opportunity for lesser known bands to garner wider commercial exposure and for ALL SAINTS to use music in building its brand awareness and loyalty. 

Despite some early technical issues, ALL SAINTS also promise the release of their own iMix player and exclusive downloads as the project expands. 

To get access to the current exclusive recordings from Surfer Blood and Little Comets plus interviews with Zane Lowe and Idjut Boys, check out the ALL SAINTS Basements sessions here.