Belstaff has been in the headlines in recent days due to the exit of its CEO but as the week ends it has more positive news with a new store and a new collab collection.
Represent has unveiled its second collaboration with the label. Launching on 13 May, this collection blends the former’s contemporary streetwear identity with the latter’s legacy in motorcycling and functional design.
The design process was driven by a deep dive into Belstaff’s archive and elements of these vintage designs became the foundation of the collection.
At the core of the capsule is the Leather Jacket and Trousers, inspired by a high-performance motorbike suit from the 1990’s that was originally designed to zip together and came in a heavy-duty leather construction. Represent reworked this silhouette, “maintaining its character while refining the fit for everyday wear”.
Leather appliqué branding has been added to the garment, referencing the sponsored riding gear that Belstaff produced throughout its history. The pieces are finished with a naturally aged treatment.
The Racing Jacket introduces a lightweight nylon outerwear piece, cut in a relaxed fit with light fill for year-round wear. Paneled detailing, rounded elbow construction and white piping reference classic racing silhouettes. The jacket features co-branded hardware including metal bars, zips and poppers as well as embroidered artwork across the chest and back.
There’s also jersey through the Born To Bike pieces, “developed using Represent’s established Owners Club fabrication and fitting”. The branding takes inspiration from catalogs in the Belstaff archive. A manual potassium spray-fade technique has been applied, creating unique, one-of-one finishes from allover airbrushed blue fades to sun-faded black gradients. Cracked screen-printed graphics further underline the vintage aesthetic.
The accompanying campaign draws on “British seaside culture and the raw energy of the off-road motorbike scene”. Shot at Pendine Sands in Carmarthenshire, South Wales, the location — a seven-mile stretch of flat shoreline — has plenty of motor heritage and hosted speed records in the 1920s.
Meanwhile, in June Belstaff will open at Dalton Park Outlet, the North East’s largest outlet shopping destination.
We’re told the store will be “a true representation of the brand” and will complement the already strong fashion offering at the outlet centre.
Nicky Lovell, head of outlets and Retail Business Development at Dalton Park asset manager Global Mutual, said: “Belstaff is a highly desirable British brand with a loyal following. We are confident the store will thrive at Dalton Park. We are continuously working to secure leading fashion brands — ensuring that our retail mix is relevant and drives sustained footfall and spend growth. The addition of Belstaff is testament to the ongoing appeal of Dalton Park and the hard work and dedication of the team.”
Other big names there include Calvin KleinCastore, Levi’s and Tommy Hilfiger.
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