LONDON — Belstaff has moved to Regent Street in time for London Fashion Week and created a cozy space with a worn-in feel, an in-house repair service and gin and tonic on the menu.
There’s merchandise there, too, including the brand’s well-known waxed jackets, the Trialmaster and the Fieldmaster, branded T-shirts, quilted waistcoats and leather pieces. But the store is really about a mood, a community, and having fun with the brand, which is rooted in outerwear, performance, motorsports and other sports, too.
Amelia Earhart wore the company’s aviator suits, Che Guevara took his trusty Trialmaster jacket along on his eight-month motorcycle trip across South America. During World War II, Belstaff supplied the British forces with parachutes and aviator gear, and even dressed the music hall star Gracie Fields when she entertained the troops.
Under its latest owners, Ineos, whose founder Sir Jim Ratcliffe is a motorsports fan, and with new management, the brand is going back to its origins as a purveyor of handsome, robust outerwear rather than trying to be a high-end luxury brand with a slick fashion offer.
There’s merchandise there, too, including the brand’s well-known waxed jackets, the Trialmaster and the Fieldmaster, branded T-shirts, quilted waistcoats and leather pieces. But the store is really about a mood, a community, and having fun with the brand, which is rooted in outerwear, performance, motorsports and other sports, too.
Amelia Earhart wore the company’s aviator suits, Che Guevara took his trusty Trialmaster jacket along on his eight-month motorcycle trip across South America. During World War II, Belstaff supplied the British forces with parachutes and aviator gear, and even dressed the music hall star Gracie Fields when she entertained the troops.
Under its latest owners, Ineos, whose founder Sir Jim Ratcliffe is a motorsports fan, and with new management, the brand is going back to its origins as a purveyor of handsome, robust outerwear rather than trying to be a high-end luxury brand with a slick fashion offer.
Belstaff’s new store on Regent Street
Courtesy Photo
Hence Belstaff’s move from a flagship on Bond Street to a busier and more democratic shopping mecca,