LONDON’S HACK PACK: AllSaints will step into the spotlight next month when it hands over the top prize to a winning team of app builders at the Decoded Fashion Hackathon in London. The hackathon, which takes place May 10 and 11, will see teams of entrepreneurial techies come up with ideas to solve problems related to fashion and retail. AllSaints will send the winners on a five-day trip to San Francisco, and offer them the opportunity to meet and network with members of the fashion and technology industries there. The top three app-building teams will have the chance to test-drive their ideas on AllSaints’ Web site and at the brand’s more than 100 stores globally.

The event begins with a brief from the British Fashion Council and brands about the sort of technology solutions they are looking for. The competition will run through the night and into May 11 when a panel of judges will select the top five best apps. On May 13 at the Decoded Fashion Summit, a panel of judges headed by British Fashion Council chief executive Caroline Rush will select the winning team. “Hackathons…attract the most passionate. Those are the people we want to work with,” said Jen Rubio, AllSaints global head of innovation.

Liz Bacelar, Decoded Fashion’s founder, said 250 hackers and entrepreneurs from a variety of backgrounds will take part. “The goal is to educate tech creators on the needs of the fashion industry, while showing fashion leaders the limitless possibilities of tech.”

Speakers at the summit on May 13 include William Kim, AllSaints chief executive officer; Tracy Yaverbaun, group director fashion luxury at Facebook; Elaine Cook, EMEA strategic marketing director of retail technologies at Intel, and Dolly Jones, editor, and executive editor, Condé Nast Digital.

The summit will also feature a “Mentorship Hub” where entrepreneurs can sign up for a limited number of face-to-face meetings with senior digital executives from major brands in fashion and retail.

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