Belstaff, one of the oldest British bike clothing brands, has produced some genuinely classic pieces of riding kit since it began operations in Staffordshire in 1924. Now, 101 years after it became the first company to use waxed cotton for biking jackets, the firm is planning to focus more on the two-wheeled sector.
That comes after a series of ownership changes over the past 20 years, and a move away from ‘proper’ riding gear to a more fashion-centred business model. Riders from the earlier days will remember Belstaff as a mainstream maker of riding kit: textile waterproof suits, leather jackets, boots and gloves. Back then, the brand was owned by the James Halstead textile and flooring firm, distributed by its Phoenix wholesale arm alongside Arai, Abus and Shark. By the middle of the 2000s, though, Belstaff had moved away from producing practical bike kit into the fashion world, with a focus on its heritage and celebrity partnerships with the likes of Kate Moss and David Beckham. Other ownership changes came, until the brand was bought by the Ineos firm, owned by Jim Ratcliffe, in 2017.
Ineos’ ownership explains the Grenadier 4×4 truck, which has been hauling the Belstaff marketing trailer around the country on a promotional tour this summer. BDN’s Alan Dowds went to meet Steve Robinson, Belstaff motorcycle sales manager, during one of those events at Ryka’s on Box Hill, Surrey, last month, and he took him through the firm’s plans to raise its game in the ‘proper’ two-wheeled world once more.
Cherwell women’s jacketI started by asking what the general plan to ‘relaunch’ the Belstaff brand in biking looks like. “I wouldn’t say it’s a relaunch,” said Robinson. “We’re just aiming to be a little louder with what we do and who we are. We’ve been doing this longer than anyone in the market and have such a rich history, which feels forgotten at times. There has been a perception that our full focus has shifted onto the mainline fashion part of the business. We just want to remind people that motorcycles are still at our core, and continue to build on the heritage we have by engaging more with the community, bringing new products to the market and making sure we remain aspirational for new and young riders whilst serving our long-time customers.”
Does that mean Belstaff is looking to take on premium performance brands like Rukka, Dainese and Alpinestars? “As clichéd as it sounds, we’re only competing with ourselves. We know our strengths with the longevity of the brand and our products speaking for themselves. A lot of companies are making great gear which continues to raise the bar and push the industry forward, which only makes things better for the motorcycle consumer.”
What about expanding into more general bike wear? “We’re launching a new winter base layer and neck tube this autumn and have plans for a motorcycle capsule collection that focuses on casual wear. Mainly T-shirts and sweatshirts, but with graphics that will resonate with the motorcycling audience.”
Belstaff is very strong on traditional materials like leather and its famous waxed cotton, but could it also consider something like a modern adventure riding suit with Gore-Tex membranes, D3O armour, and the like? “We do have something in development that fits the bill,” said Robinson. “It just needs a few more tweaks before we bring it to the market … watch this space. In the meantime, we’re excited to launch two new autumn/winter styles, available from September: the Calder (men’s) and Cherwell (women’s) jackets. Both are AA rated, made from a durable outer fabrication along with a waterproof seam sealed membrane and PrimaLoft insulation.”
On a more practical front, is Belstaff looking to expand its dealer network with new outlets? “We’re always looking for new retail partners to make Belstaff more readily available to our customers and would love to work more with the dealer network,” said Robinson. “They’re in the perfect place to match a new jacket with a new bike.”
Interested in Belstaff? Get in touch at [email protected].