“Grit, rigour, good manners and humour are the primary qualities for success” – Sir Jim Ratcliffe
The birth of Belstaff took place in Stoke-on-Trent, Staffordshire in 1924. It’s focus then was on functional apparel, in particular waterproofing. It is this focus that has enabled the brand to successfully provide for its customers equipping them with lasting apparel for life’s many pursuits for the past 100 years. Celebrating its Centenary, Belstaff’s modus operandi remains largely unchanged when it started out in the north of England 100 years ago from its converted brewery, cottages and blacksmiths shop in Longton.
It’s iconic Belstaff Trailmaster Jacket, originally developed more than 60 years ago to withstand the gruelling conditions of the oldest motorcycle trials event in the world – the Scottish Six Days Trial – continues to be one of the brands most successful garments to this day. Whilst many of those who own a Trailmaster Jacket do not go anywhere near a motorcycle, the jacket is a synonymous symbol of grit, determination and outerwear excellence, loved by champions, collectors and style mavens the world over. From Steve McQueen, Ewan McGregor, David Beckham and Brad Pitt, the list of Belstaff advocates is endless. It is this symbol that Belstaff wearers can apply to all walks of life, wherever you want to go, whatever the conditions. The essence of the brand being that Belstaff makes clothes that enable you to go outside and live your life, whatever that pursuit may be.
Launching Belstaff’s Centenary Capsule Collection
In celebration of its 100th anniversary, Belstaff is shining the spotlight on its most iconic garments with the release of a new capsule collection, accompanying campaign as well as a commemorative book looking back at its legacy. The “Centenary” capsule comprises 26 limited-edition pieces that are updated iterations of their original designs. Ranging from outerwear to accessories, each piece from the collection has been Reworked in new fabrics and high-quality finishes to specially designed prints and dedicated colour palettes.
It comes as no surprise that at the forefront of Belstaff’s capsule collection is the archetypal Field Jacket. A durable, military inspired outerwear piece, Belstaff’s Field Jacket features a new Centenary Cloth. The cloth is a polished, leather-look cotton poplin that evolves as it embraces the elements. It is also clad with a variety of added features including a carabiner clip, 100-year embroidery and the option to attach the Centenary Quilted Jacket as a warming liner. The end result is a more technical and aesthetically refined vision of the heritage brand’s celebrated identity.
Other special edition jackets in the range include the reversible Parka, Racer, Outlaw Motorcycle, and Valiant Motorcycle. Reworked with timeless Black, British Khaki, and Chalk tones, and a new map print referencing the brand’s roots in Stoke-On-Trent, these special edition jackets continue to adopt functional and internal components that one comes to expect when purchasing a Belstaff product. Alongside these pieces, the capsule collection also incorporates its minimal Centenary logo emblazoned on its sweatshirts, T-shirts, and caps.
Belstaff x INEOS Release Limited Edition Grenadier
And as if that wasn’t enough to mark such a significant milestone in the British-brand’s history, INEOS Automotive have released the first limited-edition Grenadier car called the 1924 to celebrate the first 100 years of Belstaff. An uncompromising 4X4 vehicle engineered for modern day compliance and reliability, The Grenadier by INEOS Automotive, which has previously partnered with the Belstaff brand, offering two feature car packages based on Belstaff’s iconic jackets: the Trialmaster and Fieldmaster, has now produced a limited edition offering.
With a production run of 1,924 vehicles, the limited-edition INEOS Grenadier 1924 will feature distinctive ‘1 of 1,924’ exterior and interior badging, Belstaff-inspired interior and exterior colours, a dark front grille, a dark green finish on the dashboard, centre stack, overhead console, switchgear and door cards and 17” diamond cut wheels. Based on the car brand’s flagship Fieldmaster package, the Grenadier 1924 takes further style cues from the enduring clothing brand and will be immediately identifiable by its bold contrasting colour palette of Magic Mushroom and Inky Black, exclusive gloss black diamond-cut 17-inch two-tone alloy wheels and a dechromed black grille trim with front and rear skid plates in dark grey.
Remarking on the first limited edition Grenadier, Lynn Calder, CEO of INEOS Automotive, notes that “Style that lasts a century deserves to be celebrated and the Grenadier 1924 is both great looking and a seriously assured drive. Belstaff has been trusted by generations of bikers, sportspeople and trend setters, so we know we’re in good company.”
Order books to own a part of history and honour the past 100 years with a vehicle engineered to stand the test of time open globally on the 26th June 2024. So whether it’s wearing your Trailmaster jacket down to the local pub, jumping on the motorcycle destined for the Scottish Highlands or matching your Belstaff clothes to your Grenadier 1924 car, one thing at the heart of all of these endeavours is an independent spirit. Favoured by renegades and novel thinkers, the brand’s community has a collective need to do things differently whilst at its essence, Belstaff makes you want to go outside and live your life.
Edward Lumley is Editor-in-Chief for Of Wealth & Life and a Freelance Men’s Fashion Writer. Edward has written for publications such as FashionBeans, Harrods and a variety of online outlets specialising in Men’s fashion for the past eight years. Follow Edward on Instagram.
