A cyclist gains speed down a roller coaster track
THE BIRTH OF BRITISH MOTO SPORT 1907 Brooklands, the world’s first purpose-built motorsport venue, opens in Surrey, England. This arena paves the way for the growing popularity of British Motorsport. The Isle of Man Tourist Trophy race, colloquially known as the ‘TT,’ has taken place on the Isle of Man every year in late May and early June since 1907. The TT is now an international road-racing event for motorcycles and is long considered to be one of the most important motorcycle sporting events worldwide. Stretching out over a two-week period, the TT has become a veritable festival for motorcycling culture, establishing the Isle of Man as the road racing capital of the world.
1909 The first Scottish Motorcycle trial takes place and is named the Scottish Six Days Trial. Still running today, this event is the oldest motorcycle trial in the world.
Norton’s seminal moment: Rem Fowler with his Peugeot-engined 1907 twin cylinder TT winning mount. James L Norton (his pit attendant) stands behind.
1900s
1900s
PRECURSOR TO BELSTAFF Our Founders
1909 In 1909, the founder of Belstaff, Eli Belovitch, starts a business in reclaimed fabrics and rubber where he hones his knowledge and experience in weatherproofing and fabric development, including the use of wax cotton, which would eventually become Belstaff ’s iconic signature fabric. Eli’s factory in Middleton supplies wax cotton and other waterproof materials and fabrics to local factories to make up capes, groundsheets and tents for the British Army during the Great War.
Eli Belovitch
1900s
1900s
1920s “Adventure is worthwhile in itself� Amelia Earhart
PIONEERS IN TEXTILE DESIGN 1924 In 1924, Eli and his son-in-law Harry Grosberg begin working together to put out a product line of waterproof garments for men and women. This new venture capitalises on Eli’s experience working with weatherproofing and fabric development, and Belstaff soon becomes the first company in the world to use wax cotton in the manufacturing of breathable waterproof apparel. Eli and Harry’s innovative approach to fabric and design prompts Harry to embark on a daring research trip across Europe and into Asia searching for new textiles and fabrication. Harry’s relentless quest to find the ideal fabrics suited to the company’s designs shows Belstaff ’s initial and ongoing dedication to unprecedented innovation in product development. Eli and Harry’s hard work pays off when they open an Army, Navy, and General store on Stafford Street, Hanley, Staffordshire. They start using the ‘Bellstaff ’ logo on their ready-to-wear garments and register ‘The Bellstaff Brand’ as a trademark in 1927.
Above: An early Belstaff logo Right: Harry Grosberg
1920s
1920s
Left: Cyclists at the start of a race Bottom and right: Brooklands racing in 1920. The start of the Senior One Hour Trial, an event that was won by Jack Emerson (ABC)
1920
1920s
1920s
1926
1927 Pendine Sands, one of the finest natural speedways in history, is a conceivable backdrop for Belstaff sportswear in the 1920s. Picture motorcycles like Malcolm Campbell racing down the beach in Belstaff ’s finest!
1920s
1920s
Motorcycle racing at Pendine Sands
1927 In addition to ready-to-wear motoring clothing offered, Eli and Harry begin offering a bespoke service for aviators and race car drivers. Belstaff ’s bespoke service continues to expand, and soon Belstaff is producing garments for big name adventurers like T.E. Lawrence and pioneering aviatrixes such as Amelia Earhart. Belstaff ’s innovative, functional, and stylish designs speak to the glamorous sporting interests of the British aristocracy of the time and enhance the brand’s cool factor. In 2009 Belstaff proudly recreated Amelia Earhart’s wardrobe for the film Amelia starring Hilary Swank.
Below: T.E. Lawrence in the Aviator suit
1920s
1920s
Amelia Earhart in leather trench
1920s
1920s
1929 Belstaff ’s custom-made suits and outerwear must maintain superlative levels of quality in order to live up to the exacting demands of the company’s high-profile customers. After proving itself to a growing customer base, Belstaff gains notoriety amongst some of the great moto enthusiasts, adventurers and risk-takers of the twentieth century. In 1929, record-setting moto racer Joe Wright signs on as a Belstaff ambassador, cementing the company’s reputation as a quality outfitter for adventurous and rugged sportsmen. Above: Early 1920s advertisement Below: Joe Wright on a Zenith motorike
1920s
1920s
1930s “Strong and content I travel the open road.� Walt Whitman
BELSTAFF REACHES ICONIC STATUS 1930 “Part of the Belstaff appeal was in its ‘iconic’ status. The leather jackets they started to develop in the 1930s attracted motorcyclists. A bit like modern day footballers and their boots, the combination of successful riders in motorsport and a Belstaff leather developed the label’s ‘cool factor.’” Matt Newsum - BBC Stoke & Staffordshire
Moto racers and spectators
1930s
1930s
Belstaff factory on Caroline St, Longton, Stock-on-Trent, Staffordshire
1930s In the 1930s, Belstaff drops one ‘l’ and becomes Belstaff. This rebranding heralds the continuation of the company’s growth. Belstaff encourages its customers to carry Belstaff oilskin suits to protect themselves against the elements. These capes are made from what is now referred to as our signature wax cotton. Belstaff opens a new factory on Caroline Street, Longton, Stock-on-Trent, Staffordshire. Belstaff letterhead (circa 1930)
1930s
1930s
THE ‘SENIOR TT’ IS BORN
Above: Vintage advertising Left: The Senior TT Jacket
1933 Production of the Senior TT signals Belstaff ’s redoubled emphasis on textile development and fabrication and efforts to combine both protection and luxury.
1930s
1930s
1930s
1930s
1934 In 1934, based on the great success of Belstaff ’s manufacturing business, Eli and Harry wind down the Army, Navy, and General store to focus solely on their ready-to-wear business and bespoke offerings, and they supply Belstaff clothing to retailers around Great Britain.
1930s
1930s
A crowd of spectators watches competing motorcyclists
THE WOMEN OF BELSTAFF
1930 Riding on the wave of its success, Belstaff soon begins dressing more women, including some of the most well known sportswomen of the 1930s like Amy Johnson and Doreen Evans. Outfitting these women is an important step for the company, indicating its commitment into the world of dual-gendered retail. Like the male customers that have come before them, Belstaff ’s female customer’s mesh with the brand’s adventurous ethos. The typical ‘Belstaff woman’ of the time seeks innovative, functional and stylish clothing suited to a bold and daring lifestyle and Belstaff is able to provide that.
1939 In 1939, Eli Belovitch retires from the business and Harry Grosberg, with his wife Esther (Daughter of Eli Belovitch) take over. Thanks to Eli Belovitch’s contacts from the First World War, Belstaff becomes contractors to the Admiralty, War Office and Air Ministry.
Opposite: Doreen Evans, one of the youngest female motorcyclists to compete at Brooklands Right: Amy Johnson, aviatrix
1930s
1940s “There is no certainty, there is only adventure.� Roberto Assagioli
BELSTAFF JOINS THE WAR EFFORT
1940
Above: Men from the second BEF, back after the evacuation from France in July 1940 Opposite: Belstaff military production
1940s
After Belstaff becomes contractor to the Admiralty, War Office and Air Ministry, these relationships mark the beginning of Belstaff ’s involvement as a military manufacturer during World War II. Belstaff already has experience outfitting the military in World War I, so this role is nothing new for the company. Harry Grosberg promptly employs 600 extra workers and begins producing everything from flying and survival suits to parachutes. Belstaff ’s extensive use of technologically advanced materials comes in handy for manufacturing durable and design-conscious wartime products. Harry himself joins the Air Raid Precautions, and Belstaff starts making the material for barrage balloons in defense against air raids. Belstaff launches an advertising campaign addressing its wartime efforts. Belstaff undergoes other significant changes during the 1940s, culminating in Eli Belovitch’s death and the division of the company. In 1948, the Halstead group purchases Belstaff and Harry Grosberg stays on as managing director.
1940s
BELSTAFF DRESSES GRACIE FIELDS
1943 Belstaff continues its tradition of dressing bold and adventurous women, outfitting icons like Gracie Fields, Dame Commander of the Most Excellent Order of the British Empire. Gracie is an English-born star of the cinema and music hall. Throughout WWII, she travelled to France to entertain the troops in the midst of air raids, performs on the backs of open lorries and in war-torn areas, and she is the first artist to play behind enemy lines in Berlin. In other words, Gracie completely embodies the combination of daring and style.
Gracie Fields (Dame Commander) being fitted for her custom Belstaff coat
1940s
1940s
1945 Post WWII, many British motorcyclists adopt military surplus as their preferred wet weather gear until civilian production resumes. After the war, Belstaff resumes production of its full range of designs.
1940s
1940s
THE TRIALMASTER
1948 In 1948, Belstaff releases its iconic Trialmaster 4-pocket jacket, specially designed to endure the weather conditions in the UK during the Scottish Six Days Trial. The Trialmaster features three revolutionary details: pivotal armholes for better forward rotation, pre-curved sleeves for improved fit and comfort during riding and a weatherproof lining. A uniquely British product reminiscent of days in the English countryside and outdoorsy glamour, the Trialmaster is synonymous with the brand today; its heritage of durability and style gives the Trialmaster design must-have appeal even decades later.
Below: Motorcyclists wearing the beloved Trialmaster 4 Pocket Jacket in 1948/49
1950s “Explore. Dream. Discover.” Mark Twain
Motorcycle drivers napping and swapping stories before a race
Competing cyclists prepare for a race
1950s
1950s
BELSTAFF HITS ITS STRIDE
1950 Belstaff designs the Black Prince jacket. With a zip and press stud fastened front, storm collar, and three roomy pockets, the Black Prince becomes the bestselling waterproof jacket of all time. For 40 years, over 40,000 of the jackets are produced annually in the purpose-built Silverdale factory in Lancashire.
Below: Record breaking Grand Prix in Ulster 1950. The 350 field roar away from the start of the 1950 Ulster Grand Prix, with L Carter (34) aboard a factory Norton, J Simister (46) AJS, J S Slater (76) AJS, H Hinton (36) Norton and E Lyons (32) Norton.
Vintage Belstaff ‘Black Prince’ leather jacket
1950s
1950s
Waiting for the flag to drop at Castle Coobe in 1951
Flash Rodgers advertisement
1950 Belstaff continues to associate itself with well known Road Racers and features ‘Flash Rogers’ in its advertising campaign wearing a Black Prince PVC suit.
1951 In 1951, Sammy Miller, who would go on to become a British and European trials champion, attends the Scottish 6 Days Trial for the first time at the age of 16. Sammy Miller in a Trialmaster
1950s
1950s
LOYAL CUSTOMERS
‘Seen all over the Island’ adveritsement (1955)
1953 Post-war, Belstaff was back in full swing introducing new styles through a wide array of distributors including motorcycle dealers, leading stores, outfitters, etc.
1955 Belstaff ’s 1955 ‘Seen all over The Island’ ad refers to the popularity of Belstaff sportswear at the Isle of Man TT.
1950s
1959
In 1959, inspired by wartime clothing, Harry Grosberg redesigns and re-appropriates the military cape as a civilian cycling cape, which he patents.
Left: ‘Specials Day’ at Silverstone, 1956 Below: Scottish Six Day Trial, Sammy Miller (497cc Ariel) in 1958
1950s
1950s
Clockwise from left: ‘The Winter Golden Rose’ Italian Motocycle Trials in Milan, The famous Gordon Jackson ‘Jackson Dab’ image, S R Wicken (250 Francis Barnett) S.S.D.T. in 1959, Spectators cheer British racers
1950s
1950s
1960s “Racing is life, anything before or after is just waiting.� Steve McQueen
BELSTAFF EXPANDS ITS READY TO WEAR SELECTION 1960 Belstaff begins providing a full range of ready-to-wear for both men and women while most of its advertising continues to reference outerwear and the moto-sport lifestyle.
Clockwise from top left: Gabardine Walking Smock, Foul Weather Parka, Oilskin Biker Jacket and Continental PVC Jacket
1960s
1960s
Above: Eric Adcock in the 1960 Scott Trial Opposite: SSDT Sammy Miller on Devils Staircase in 1960
1960s
1960s
1960 Belstaff introduces the detachable quilted lining in the Belstaff ‘Trojan’ jacket, which is still a signature feature in many of Belstaff ’s current designs, such as the Classic Trophy jacket and the Brooklands Blouson jacket. Belstaff also releases its first Foul Weather Parka for the Royal Navy, featuring a built-in flotation aid.
Right: Belstaff advertisements from 1960 Below & opposite: Belstaff Trojan Jacket 1960s advertisement
1960s
1960s
OUTFITTING STEVE MCQUEEN
1963 In 1963, Belstaff outfits Steve McQueen in his movie The Great Escape. Legend has it that McQueen cancelled a date with his girlfriend, the beautiful actress Ali MacGraw, so that he could stay home and wax his Belstaff jacket.
Steve McQueen
1960s
Motorcyclists race up a hill on their bikes in 1964
T H E T R I A L M A ST E R 1960s The Trialmaster is Belstaff ’s most popular design and becomes as much a part of the biking scene as bikes themselves. In 1960, moto racer John Lee competes in the Scottish Six Days Trial wearing a Belstaff Trialmaster jacket with a custom branded scene on the top two pockets.
1969 Belstaff registers the Trialmaster for trademark with the Intellectual Property Office. The Trialmaster continues to grow in popularity with bikers, who have come to trust Belstaff ’s utility-meets-chic craftsmanship.
Right: Moto racer John Lee Other images: Trialmaster sales catalogues
1960s
1960s
1970s “Only the road and the dawn, the sun,the wind, and the rain… and the road again.” John Masefield
THE ADVENTUROUS MINDSET
1972 As Belstaff expands, so does its customer base. In 1972, Belstaff begins designing clothes with a general sporting lifestyle and sensibility in mind, producing garments suitable for everything from boating to shooting and, of course, cycling. Belstaff uses its famous wax cotton in a variety of different outerwear garments, offering its customers protection for any kind of adventurous activity.
Mick Andrews in the 1970 SSDT
Opposite Top: Belstaff 1972/73 line advertisement Bottom: The Dalesman Team at Isle of Man
1970s
1970s
Geoff Chandler at the Road Trophies Trials in 1972
1970s
Top: ISTD in 1976, Bottom: BSA Rally in 1976
1970s
Above: Malcolm Rathmell in 1977, Right: Scottish Six Days Trial in 1977
1970s
1970s Belstaff begins to sponsor high-profile teams competing in different races and leverages the success of these collaborations with popular racecar drivers and motorcyclists like Sammy Miller and Jackie Stewart in their advertisements.
Sammy Miller: For nearly fifty years, men who ride motorcycles have relied on Belstaff. Men like Trials Champion Sammy Miller find that Belstaff puts into their garments the specialist attention they put into their equipment and their sport. Belstaff clothing gives them the edge in style, practical features and lasting quality whether it be in competitive or everyday road riding. ‘Belstaff the only way to ride - there’s nothing to beat it’”. Jackie Stewart: A former Scottish racing driver who competed in Formula One between 1965 and 1973. “He has not only emerged as a great driver, but one of the greatest figures of motor racing.” Belstaff creates a range of outerwear endorsed by Jackie Stewart which include the Monaco, Grand Prix, Pit Stop and Formula One jackets.
Left: Jackie Stewart celebrating a victory Below: Belstaff ad, circa 1970
Belstaff collaboration with Jackie Stewart
1970s
1970s
SPONSORING THE SCOTTISH SIX DAY TRIAL Below: Sammy Miller and fellow racers enjoying a rest during the 1966 International Six Day trial in Sweden
1976 Belstaff sponsors the Scottish Six Days Trial and dresses top racers in Belstaff Trialmasters and custommade racing suits, including Sammy Miller’s team.
1970s
The Sammy Miller team wearing custom Belstaff suits at the Scottish Six Day Trial in 1976
1970s
1976 Belstaff signs a 2-year contract with professional British mountaineer and explorer Sir Chris Bonington CVO, CBE, DL. Bonington is the first mountaineer to climb Baintha Brakk also known as ‘The Ogre’ and successfully climbs to the peak wearing Belstaff.
Belstaff creates advertisements touting ‘Belstaff for the Great Outdoors’ and ‘Great British Weatherproofs.’
1970s
1970s
Above: Belstaff Chris Bonington endorsed Cagoule Left: Sir Chris Bonington climbing “The Ogre”
1970s
1970s
1970s
THE NEW REBEL JACKET
1970s Belstaff releases the New Rebel Jacket as an alternative to its performance gear, targeting the style-conscious rider interested in both protection and aesthetic appeal. The New Rebel’s unique quilted details inspired Belstaff ’s S Icon Blouson jacket in its current line.
Advertisement for the new Belstaff Leathermaster and Rebel jackets
1970s
1970s
1980s and 1990s “Faster, faster, until the thrill of speed overcomes the fear of death.� Hunter S. Thompson
THE PHOENIX LOGO 1981 Belstaff produces the Roadmaster jacket as an extension of the Trialmaster. Belstaff continues to explore its logo treatments with a patch on the upper right hand pocket and the Phoenix on the left sleeve. The rising Phoenix, chosen for the logo by Harry Grosberg in the 1920s, symbolises the brand’s ascendency and continuity.
1980s
1980s
KATE MOSS AND BELSTAFF 1990 James Halstead, owner of Belstaff, books a then unknown Kate Moss for his company’s photo shoot and introduces the wax cotton look to the mainstream market.
1991 The English textile industry crisis forces Belstaff to close its Stoke-on-Trent factory and move production to Wellingborough, Northamptonshire on a reduced scale.
Kate Moss and Belstaff owner James Halstead collaborate
1990s
2000s “Four wheels move the body. Two wheels move the soul.” Unknown
BELSTAFF THINKS BIGGER Thanks to general growth and retail development, Belstaff continues to make its mark on the world of luxury ready-to-wear in bigger and bolder ways than ever before. This revitalisation is in part due to Belstaff ’s exposure in modern day media, from big blockbuster movies like Amelia, The Aviator, I am Legend, and Mission Impossible 3, to BBC documentaries such as Long Way Down featuring Ewan McGregor.
Right: Will Smith in I Am Legend Below: Hilary Swank in Amelia
Opposite: Top row: Naomi Watts in Eastern Promises, Angelina Jolie in The Tourist, George Clooney in Leatherheads Second row: Cate Blanchett in I’m Not There, Tom Cruise in Mission Impossible 3, Brad Pitt in The Curious Case of Benjamin Button Bottom Row: Daniel Radcliffe in Harry Potter & The Deathly Hallows, Leonardo DiCaprio in The Aviator
2000s
2000s
2002 Belstaff sets up an accessories division.
2005 Belstaff shows its first collection during Milan fashion week.
2006 Kate Moss is featured in Belstaff advertising campaigns.
Kate Moss in the Belstaff advertising campaign
2000s
2007 Steven Meisel shoots Belstaff ’s Autumn/Winter advertising campaign. Belstaff opens flagship stores in Manchester and Rome.
Daria Werbowy photographed by Steven Meisel in the Belstaff advertising campaign
2000s
Autumn Winter 2007 campaign
2000s
Autumn Winter 2008 campaign
2008 For Belstaff ’s Autumn/Winter 2008 ad campaign, the brand taps renowned photographer Steven Meisel to shoot models Angela Lindvall, Isabeli Fontana, Lara Stone, Reid Prebenda, Maryna Linchuk, and Miro Moreira in an edgy, black and white photo story. Belstaff opens more stores in Milan and Madrid.
2000s
2000s
2010s “Everybody’s got a different way of telling a story and has different stories to tell.” Keith Richards
2012 Belstaff present their first Autumn/Winter collection for men and women at London Fashion Week in February 2012 Belstaff makes significant changes to its digital platform, launching Belstaff.com globally and expanding its social media outreach. These developments mark an exciting new shift in the rebirth of the Belstaff brand.
2010s
2010s
2012 Belstaff also invests in expanding and improving its retail network. In partnership with Studio Sofield, Belstaff develops a new store concept for New York, Milan, Munich, and London. US Vogue publishes a feature article about Belstaff in its May 2012 issue, touting the revamp of the brand. The article praises Belstaff ’s ‘casual luxury’ and its ability to combine classic silhouettes with new and unexpected detailing.
Vogue feature on Belstaff, May 2012
2010s
2010s
2012 In the summer of 2012, Belstaff taps actor and motorcycle enthusiast Ewan McGregor to be the face of its autumn campaign. McGregor appears in a series of advertisements riding a motorbike and wearing the new Belstaff designs. Fittingly, the photo shoot for these ads takes place at the location of the annual Festival of Speed auto race at the Goodwood estate in the UK.
Ewan McGregor photographed by Craig McDean featured in Belstaff ’s 2012 advertising campaign
2010s
2010s
2010s
2013 “Belstaff continues with their fall 2013 collection as the masters of motorcycle chic. Black dominates the color palette with splashes of brown and midnight blue. With the prevalence of cargo pockets and slim silhouettes, many of these pieces still demonstrate the DNA of Belstaff ’s legendary Trialmaster, the jacket that started it all.” GQ
Opposite: Autumn/Winter 2013 Mens’ Show
2010s
2010s
Behind the scenes at the Autumn/Winter Men’s 2013 Show
2010s
2013
Above: Backstage at the Autumn/Winter 2013 Women’s Show Opposite: Autumn/Winter 2013 Women’s Show
2010s
“Despite recommitting to its own heritage, this collection actually found Belstaff broadening their product range in ways not tried before. The expanded knitwear program was a good example. Yes, it maintained the moto touches, like reinforced elbow panels, that are Belstaff ’s bread and butter (or should that be oil and petrol?), but it also suggested a newfound ease. Throw a merino sweater on over one of Belstaff ’s new flounce skirts and high boots and you’ve got a look that’s bike-ready without being bike-beholden.” Style.com “Belstaff ’s aim is to make the ‘most desirable, cool-girl clothes for an independent woman who really understands the need to have real pieces in her wardrobe.’ It’s safe to say it has.” Vogue.com
2010s
2013 In September of 2013, Belstaff House, Belstaff ’s global flagship store, opens its doors in the heart of London’s historic Mayfair on New Bond Street. At 25,000 square feet over six floors, the historic building represents Belstaff ’s direction and momentum under the new management. The opening is celebrated during London Fashion Week with the closure of Bond Street for a motorbike parade, culminating in the store doors being opened by David Beckham and followed by an A-lister party inside.
2010s
2010s
2014 The 2014 campaign featuring David Beckham and Andreea Diaconu is unveiled in a series of captured moments shot by world-renowned photographer Peter Lindbergh. Set in the serene beauty of the English countryside, David and his Band of Brothers offset this pastoral setting in a burst of grit, noise and exuberance as they chase their shared thirst for adventure and speed.
2010s
2010s
2014 With a passion for authenticity, speed and style, the Beckham x Belstaff Collection focuses on reviving luxury moto classics recalibrated with Beckham’s personal sensibility. A curated collection of essential moto pieces from vintageinspired leather jackets and tees to perfectly distressed boots, wallets and bags, Beckham for Belstaff debuts in the summer of 2014 and will continue to evolve into a full lifestyle collection with Beckham’s easy, understated style at its core. Belstaff opens two stores in October 2014 located within Hyundai Main and Hyundai Coex Department Stores in vibrant Seoul, South Korea. The new stores mark the beginning of a major long-term retail expansion strategy in Asia.
Beckham x Belstaff Collection
2010s
2010s
2015 Frederik Dyhr, VP Men’s Design, presents his Autumn/Winter 2015 collection at London Collections: Men in January 2015. The collection takes its inspiration from the ‘Ton-Up Boys’ of the 1950s who were heavily into their rock ’n’ roll and motorcycles.
Right: Frederik Dyhr, VP Men’s Design
2010s
“What a fantastic return to London! Am very impressed.” Dylan Jones, GQ UK, Editor, Chairman London Collections: Men “Bravo to Belstaff for a totally rad fifties vibe biker inspired Fall’15 presentation. Loved the cool bad-boy casting!” Jim Moore, GQ USA, Editor in Chief “Belstaff goes back to what they do best” Madeline Weeks, GQ USA, Fashion Director “It was a cool presentation and a very cool collection.” Carine Bizet, Le Monde, Fashion Editor
2010s
2010s
2015 Delphine Ninous, VP Women’s Design, presents her debut collection at London Fashion Week in February 2015. The Autumn/Winter 2015 collection takes inspiration from the first pioneering women to dress in Belstaff, aviatrixes Amelia Earhart and Amy Johnson. The collection is a dynamic interpretation of the inherent danger and excitement of the natural world, allowing her to live fast and free in an ever-changing environment.
“Masculine and feminine have synthesized into one of the most successful fashion statements of recent years.” Tim Blanks, Style.com “Ninous told her story in fabric and had a name for her approach: feminine functionality. The collection suggested that Belstaff is striding forward in the right direction.” Suzy Menkes, Vogue International “There is a certified visible brand evolution at work. It’s not just for biker girls any more. This is looking like a real world lifestyle brand.” Saks Fifth Avenue “We left wishing we could get the whole collection bagged up to take home there and then” Belinda White, Telegraph
Right: Delphine Ninous, VP of Women’s Design
2010s
2010s
2015 The film ‘Greasy Hands Preachers’, a paean to the passion that working on motorcycles generates, opens worldwide after a successful premier at the San Sebastian International Film Festival in 2014. Executive produced by Orlando Bloom, with Belstaff as a production partner.
2010s
2010s
2010s
2010s
2015 The Men’s 2016 Summer collection develops the concept of the great British desert explorer, an intrepid and adventurous figure, motivated by the desire for discovery in the world’s most hot and unforgiving of landscapes. In keeping with Belstaff ’s history as supplier to the British forces, a strong military influence pervades the collection, with more than a nod to the Desert Rats. This is interwoven with other references from Belstaff ’s archive and heritage, such as explorers old and new who have worn the brand; namely Lawrence of Arabia in the 1930s, to those of the present day such as Levison Wood (Walking the Nile) with whom Belstaff has worked on a customised explorer jacket for SS16. “It’s an exploratory collection that injects technical innovation and contemporary fabrications into Belstaff ’s iconic silhouettes, evolving elements of military and heritage gear for a modern Belstaff identity.” Frederik Dyhr, VP Men’s Design
2010s
2010s
2010s
2015 A prelude to the Women’s Summer 2016 collection (to be presented in September’15 during London Fashion Week) is the Pre-Spring 16 collection. This resort collection draws inspiration from Wheels and Waves, a biker festival held in June in the French seaside town of Biarritz, which draws bikers and surfers alike: it is this coming together of two cultures that is at the heart of this pre-collection. At first glance these two worlds might seem incongruent, but they share the very same ideals, albeit on different surfaces: freedom, adventure, speed, and spontaneity. The collection then is the embodiment of these free-spirited values, bringing together the raw elements of surf culture and seamlessly weaving them into the motorcycle heritage that Belstaff is so known for. The Summer 2016 Women’s collection will further develop the concepts of freedom, raw power and beauty, with the sea as an enduring backdrop.
2010s
2015 Belstaff opens a second store in London and its first in the East End - in Old Spitalfields Market- aimed at a younger East End audience. The concept for the store is in keeping with the mood of the local area while referencing elements of the Belstaff House flagship on New Bond Street, designed by architect William Sofield. CEO Gavin Haig, says of the opening: “If our New Bond Street flagship emphasises the glamour of Belstaff, this store is all about our British moto heritage.”
Belstaff ’s Asian expansion continues with its launch into China with the opening of a first store in Macao, in the hugely hyped new Studio City casino and hotel. Steps are made to further Asian expansion into Japan, with the first stores planned to open there in early 2016.
New Bond Street store, London
Spitalfields Store, London
2010s
2010s
2015 Belstaff produces a short film in partnership with Legs Media called “OUTLAWS”. The film features Belstaff brand ambassador David Beckham in his first ever serious film role, co-starring Harvey Keitel, Katherine Waterston and Cathy Moriarty. The surreal film within a film stars ‘The Stranger’ - a mysterious drifter and motorcycle stuntman, haunted by memories of a beautiful Trapeze Artist and hunted by a maniacal Director seeking revenge.
2010s
2010s
APPENDIX OF BELSTAFF ADVENTURERS Joe Wright Motorcyclist who set a lap record and reached the highest recorded speed at Brooklands racetrack in Surrey, England. Malcolm Campbell English racing motorist and motoring journalist who won the 1927 and 1928 Grand Prix motor races in France and broke nine land speed records between 1924 and 1935.
John Lee Motorcycle racer who competed in the Scottish Six Days Trial wearing a Belstaff Trialmaster jacket. Sammy Miller Championship winning motorcycle racer who won over 1300 trials.
T.E. Lawrence British army officer, also known as Lawrence of Arabia, who is famous for his daring participation in the Arab Revolt during World War I.
Steve McQueen In 1963, Belstaff outfits Steve McQueen in his movie The Great Escape. Legend has it that McQueen cancelled a date with his girlfriend, the beautiful actress Ali MacGraw, so that he could stay home and wax his Belstaff jacket.
Amelia Earhart American aviation pioneer and the first female pilot to fly solo across the Atlantic Ocean.
Jackie Stewart British Formula One racing driver who won three World Drivers’ Championships.
Amy Johnson Pioneering English aviator who set multiple long-distance records during the 1930s and eventually gave her life flying with the Air Transport Auxiliary during World War II.
Chris Bonington Commander of the Order of the British Empire British mountaineer who made nineteen expeditions to the Himalayas, including four to Mount Everest and the first ascent of the south face of Annapurna.
Doreen Evans A motorcycle racer who competed at Brooklands when she was 17 years old, making her one of the youngest women to ever do so. Gracie Fields Dame Commander of the Order of the British Empire British actress, singer, and comedienne who travelled to France to entertain the troops in dangerous conditions during World War II.
Ewan McGregor Scottish actor and moto enthusiast and the face of Belstaff ’s 2012-2013 advertising campaign. David Beckham A former English footballer, the face of Belstaff 2014 advertising campaign and the star of Belstaff ’s first film, Outlaws.
A moto enthusiast piles luggage onto his bike