CHO: 100 Years of Belstaff
CHO Fashion & Lifestyle
Belstaff is a brand steeped in heritage and 2024 sees it celebrate 100 years.
At CHO, we’re big fans of Belstaff, and in this guide, you’ll find everything you need to know about this iconic brand. From how it all started to sizing and manufacturing queries, we’ve compiled a guide on everything you need to know about Belstaff, along with our favourite product recommendations.
Read on to discover more about this exceptional brand!
Table of contents:
100 years of Belstaff
2024 is Belstaff's centenary year. Its rich history in fashion and garment production over the last 100 years is why the brand continues to thrive and stay relevant in 2024 when many heritage brands have ceased to exist. Read on to discover how Belstaff was founded and why it has continued success in the 2020s.
The Belstaff story
Founded in Stoke-on-Trent by Eli Belovitch and Harry Grosberg, Belstaff Manufacturing Ltd officially began trading in 1924. A brand started by two Jewish immigrants during the time when the cotton industries of the north were starting to fold, these two men pioneered innovations in fabric technology.
Belstaff's original focus was on waterproofing and functional apparel, with production tailored around capes, army shirts, rucksacks and leggings.
1920s
1928, the first Belstaff factory was built on Caroline Street in Longton. It was here that the first motorcycle garments were produced. The oldest existing garment produced by the brand is a rare leather flying jacket; it featured a stitched-in label on which Belstaff was spelt as 'Bellstaff' - the original name for the brand.
1930s
In 1937, Harry Grosberg, Eli Belovitch's son-in-law, became Chairman and Managing Director of Belstaff, a position he held for thirty years. World War I brought some of the first challenges the brand would face, as production switched from innovation and instead focused on supporting the special forces at the request of the War Office.
1940s
Throughout the 1940s, the brand's support of the war effort continued. During that time, founder Eli Belovitch passed away, and then, in 1948, Belstaff was bought by the James Halstead Group. The forties marked a time of endings and beginnings for the brand, but the fresh ideas and investment by the Group helped to drive things forward.
1950s
The 1950s was an iconic decade for Belstaff. New products and designs continued to be introduced, including the Paracom 53, cut to the length Belstaff jackets are famously known for. In 1954, legendary motorcycle champion Sammy Miller wore Belstaff to compete in his first Scottish 6-Days Trial at just age 17, putting Belstaff on the map. By the end of the 1950s, the iconic Trialmaster jacket was officially introduced (1959), and the brand had also begun to branch out into womenswear.
1960s
During the 1960s, the Belstaff brand expanded thanks partly to the Rockers, a subculture that adopted Belstaff as their own during their most prominent peak. By wearing and customising the brand's leather and wax jackets, they helped lift the brand's profile. 1966 also saw the opening of a second Belstaff factory at Stonewall, Silverdale.
1970s
By 1974, three more factories were opened in Hartlepool as expansion continued. The '70s was also the decade where Belstaff solidified itself as the chosen brand for outdoor adventurers, kitting out mountaineer Sir Chris Bonington when he became the first person to scale The Ogre Peak in Pakistan in 1977. Teaming up with Gore-Tex, Bonington donned the blue outer-shell jacket when he reached the summit.
1980s
During the 1980s, Belstaff focused on kitting out the service industries. By the end of the decade, they had secured contracts with the Ministry of Defence and one of Britain's largest police authorities.
1990s
When the 1990s rolled around, the recession hit companies hard, and Belstaff was forced to close two of its factories, Silverdale and Longton. Not to be beaten, it continued to develop its temperature-regulating technology whilst creating trend-focused garments in line with bold sportswear styles dominating fashion and pop culture.
2000s - today
Although the '90s were slow, the 2000s were a prominent decade for Belstaff that saw the brand grow globally. Starting in 2004, Malenotti purchased Belstaff from James Halstead Group and began to reinvigorate the brand.
The iconic piece of this decade was the newly revamped Trialmaster jacket, reintroduced by the brand in 2005. Known as the Trialmaster Panther, the jacket was a luxurious update of the classic Trialmaster made from hand-waxed leather.
Iconic faces of popular culture also helped to rejuvenate Belstaff. In 2006, Kate Moss starred in the Autumn/Winter Campaign, and Hollywood heartthrob Brad Pitt wore a brown leather Trialmaster jacket in his role as Benjamin Button in the 2008 film 'The Curious Case Of Benjamin Button'.
Continuing to thrive in popular culture, David Beckham and Liv Tyler created capsule collections for the brand in 2014 and 2016, respectively.
2017 saw the beginning of Belstaff as it operates today. Bought by INEOS, Britain's largest privately-owned company. With Fran Millar appointed CEO of Belstaff in 2020 and Kerry Byrne as COO of the brand in 2024, the future continues to look bright for this iconic brand. With 11 global Belstaff stores and a strong online presence; who knows where the next 100 years will take the brand?
Now you know a little more about the Belstaff brand, we've compiled some of the most frequently asked questions regarding the brand to help you make a more informed choice before purchasing;
Who owns Belstaff?
As outlined above, Belstaff has had many owners during its 100-year history. INEOS currently own Belstaff, buying the brand in 2017. INEOS is a British multinational chemicals company owned by Sir Jim Radcliffe, often considered the richest man in Great Britain.
Is Belstaff a good brand?
Belstaff is a global luxury lifestyle brand with a history of innovative designs and technological advances.
Built for fashion-focused individuals and outdoor adventurers, Belstaff's jackets are crafted from high-quality materials that marry style and practicality, making them one of the most iconic British brands synonymous with outerwear fashion.
Where is Belstaff made?
When INEOS first acquired Belstaff, they wanted to return the brand's production line back to the UK, in line with its British roots. Belstaff jackets are currently made in the UK, but throughout its history, its clothing has been made in multiple locations;
- Stoke-on-Trent, UK
The brand's original factory was established in Longton, Stoke-on-Trent in 1924.
- Vienna, Austria
In the 1990s, Belstaff's production moved to Vienna after the recession forced the Longton factory to close.
- Italy
When Malenotti acquired Belstaff in 2004, production moved to Italy until 2017, when INEOS acquired it.
- Back to the UK
In line with Belstaff's roots, production for the company now takes place in the UK. To honour the brand's heritage, 2018 saw the launch of the brand's 'Made In UK' collection, which debuted at London Fashion Week for menswear.
Although jacket production occurs in the UK, Belstaff still operates in other countries such as Albania, Bangladesh, China, Romania, Portugal and Moldova for product manufacturing and fabric sourcing.
What is Belstaff sizing like?
Belstaff is known for its true-to-size fit, leaving plenty of room for comfortable layering. If you’re unsure as to whether a style will fit, please consult the size guides attached to each of our products.
Our top Belstaff picks at CHO
If you want to start or upgrade your Belstaff collection, we've got you covered at CHO! Here are a couple of our Belstaff favourites that you'll find yourself reaching for season after season to kickstart your collection!
Men’s Racemaster Jacket
Stylish as it is iconic, the Belstaff Racemaster is the perfect wardrobe staple that pairs as well with jeans on your off-duty days as it does with workwear for the office. Featuring the iconic phoenix patch Belstaff crest on the left arm, the Racemaster is cut from the finest 6oz waxed cotton and coated with micro and technical waxes to ensure it's perfectly water and wind-repellent. Finished with antique brass metal hardware buttons and buckle engraved with stylish branding, this signature Belstaff jacket would find a welcome place in any distinguished gentleman's wardrobe.
Men’s Tour Overshirt
If you love a classic, stylish look, choose the Belstaff Tour Overshirt. This weatherproof waxed cotton jacket is a classic workwear garment featuring a point collar and plenty of pockets for easy access on your commute.
Water and wind-repellent, therefore perfect for facing any weather, the Tour Overshirt features zip-through detailing and the iconic logo patch to the sleeve. A style icon, it's the perfect core wardrobe staple pairing easily with many outfits.
Men’s Icon Gilet
Ideal for transitioning seasons, the Belstaff men's icon jacket is a piece of quilted perfection. Featuring the Belstaff crest positioned on the left side of the chest, this stylish gilet is crafted from quilted recycled polyester and features a soft corduroy collar, snap button fastening and two large snap button front pockets.
Perfect on its own, layer yours over a t-shirt or shorts on days when the air feels a little cooler. Or, if you already own a TrialMaster, TrialMaster Panther or FieldMaster jacket, the Icon Gilet clips inside for an added layer of warmth.
Explore the men’s Belstaff collection at CHO
Now you're up to date with everything you need to know about the brand, why not browse the complete men's Belstaff range at CHO? Find men's coats and jackets, t-shirts and tops, sweatshirts and hoodies and much more when you discover the collection today!
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