BELSTAFF'S FIRST REVEAL OF ARCHIVE IN LONDON FLAGSHIP

Belstaff has been quietly curating and building its Archive in preparation for the brand’s Centenary in 2024.

1950's Trashed leather biker jacket

Over the 30 months since the company moved its headquarters back to London, the Archive has been grown to an incredible 150 pieces, covering the most significant and prolific of the brand’s themes, namely aviation, military, naval and moto. The Archive also showcases Belstaff's long tradition for developing innovative materials.

1970's Plainsman leather biker jacket

Some truly incredible pieces have been discovered: a 1930s flying suit with Belstaff’s first factory name (Middleton) emblazoned across its back;

a WWII map case dated 1944; and a 1920s tent (interestingly, the term 'Bell tent' derived from the original spelling of “Bellstaff” and its logo of a bell).

Then there are more recent exciting additions such as the myriad four-pocket wax-cotton jackets from different eras, in an array of different colours, patinas, linings and labels – but the essential design forever remaining the same.

1960's Trailmaster professional waxed cotton biker jacket

This London Fashion Week sees the first reveal of a part of the Archive, with a small exposition in the New Bond Street flagship telling the story of Belstaff and Leather, being such a key material for the brand. This theme supports Belstaff’s over-arching Leather campaign running concurrently in the store, windows and online. The exposition furthers the idea that a Belstaff leather jacket is a second skin, an extension of oneself providing protection, comfort and confidence, and hence the brand’s tagline “Outerwear for Inner Strength”.
 A special stand has been created to exhibit the Archive, which can be transported between stores or other destinations, built up or down. This drive follows the success of Isetan’s pop-up in Tokyo last November, in which five of Belstaff’s key archive pieces were displayed as part of their British Week exhibition.

1970's leather racing suit

During London Fashion Week, the stand will display iconic pieces showing the history of the brand’s usage of leather, from protection in the 30s, through the moto-culture of the 50s, to the 70s, with a part specifically dedicated to Belstaff’s coloured and striped leathers from that era, which, along with the seminal 1971 film “On Any Sunday” starring Steve McQueen, inspired the current SS17 men’s and women’s fashion collections dropping in store now.
Additionally, there will be a rail of unique curated vintage pieces for sale alongside the exhibit.

1970's blue leather biker jacket