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FoundedLongton, Stoke-on-Trent, Staffordshire, UK (1924 (1924))
FounderEli Belovitch and Harry Grosberg
United Kingdom
Area served

Belstaff is a clothing brand owned by UK chemicals company Ineos. The company was founded in 1924 by Eli Belovitch and his son-in-law Harry Grosberg in Longton, Stoke-on-Trent, Staffordshire. The name Belstaff is a combination of Eli's surname and his Staffordshire home. Belstaff was the first company to use wax cotton in the manufacturing of waterproof apparel for motorcycling.[1]


Belstaff was founded in 1924 by Eli Belovitch and his son-in-law Harry Grosberg in Longton, Stoke-on-Trent, Staffordshire, England. In 1948, Belstaff became a subsidiary of James Halstead. The company was affected by the textile crisis of the 1990s, precipitating the closure of the Longton, Stoke-on-Trent factory after previously closing its Silverdale site. James Halstead continued to own the brand selling the Belstaff motorcycle range along with helmet brands until 2004. Alongside this they promoted the fashion side across Europe, Australia and the USA. The brand was sold in 2004 to Franco Malenotti of Sponsor SA Italy.[2] Kate Moss was paid £1million to appear in Belstaff ads.[3]

In June 2011, Harry Slatkin and The Labelux Group bought Belstaff.[4] Slatkin assumed the role of Chief Executive Officer and appointed Martin Cooper as Chief Creative Officer and together, they planned to reposition Belstaff as an English heritage brand centred on luxury sportswear.[5][6] Tommy Hilfiger was brought in as a business consultant.[7]

In 2012 company opened stores in Via della Spiga Milan, in New Bond Street London and on Madison Avenue, New York City. The interiors were designed by Bill Sofield.[8]

In July 2014, along with Jimmy Choo and Bally, Belstaff was fully integrated[clarification needed] into its parent group JAB Luxury GmbH. In 2015 Belstaff and Legs Media made a 17 minute commercial, Outlaws, with David Beckham, Harvey Keitel, Katherine Waterston and Cathy Moriarty.[9][10] In early 2016 Belstaff made a 3-minute commercial, Falling Up, in which Liv Tyler retraces the footsteps of 1920s aviator Amelia Earhart.[11][12] Delphine Ninous became men's and women's Creative Director in July 2016.[13]

In 2017 Belstaff opened a store in Ginza Six, Tokyo.[14] In late 2017 Belstaff was bought by UK company Ineos.[15] Helen Wright was appointed CEO in 2018 .[14] Sean Lehnhardt-Moore became the new creative director in 2018.[16] Fran Millar was appointed CEO in 2020 leaving her position at UCI World Tour cycling team The Ineos Grenadiers (formerly Team INEOS and Team Sky).[17][18]


  1. ^ English, Tressie (17 December 2020). "Goodwood Revival 2011: Belstaff and Barbour". Leather Jacket. Retrieved 12 December 2020.
  2. ^ "Anthony Bunn: Belstaff's Stoke-on-Trent origins". Stoke Sentinel. 2013-12-18. Archived from the original on December 20, 2013. Retrieved 2016-10-25.
  3. ^ metrowebukmetro (2006-07-17). "Kate goes hell for leather". Metro. Retrieved 2016-10-25.
  4. ^ "Brands > Belstaff". Labelux Group. Archived from the original on 2012-05-03. Retrieved 2012-03-12.
  5. ^ "Belstaff Fall 2012 Ready-to-Wear Collection on Runway Review". 2012-02-19. Retrieved 2012-03-12.
  6. ^ Roberts, Genevieve (29 January 2012). "Belstaff, the stars' favourite, returns to rugged English roots > Belstaff". The Independent. Retrieved 27 July 2016.
  7. ^ Alexander, Ella (15 June 2011). "Tommy's New Job > Belstaff". Retrieved 27 July 2016.
  8. ^ Crivelli, Giulia (24 February 2012). "Belstaff: location, just prime ones - Moda 24". Retrieved 2012-03-12.
  9. ^ Pithers, Ellie (22 September 2015). "Beckham makes lead role debut for Belstaff – but acting career isn't on the cards". The Telegraph. Retrieved 2016-04-27.
  10. ^ Outlaws at IMDb
  11. ^ "Falling Up: Liv Tyler stars in Belstaff film-Telegraph". Retrieved 2016-04-27.
  12. ^ Jones, Nina (2016-02-22). "Liv Tyler Previews Belstaff Collection". WWD. Retrieved 2016-04-27.
  13. ^ Hoang, Limei (1 July 2016). "Designer Shake-Up at Belstaff". Business of Fashion.
  14. ^ a b Man, Pui-Guan (11 January 2018). "Belstaff hires former Anya Hindmarch CEO". Drapers.
  15. ^ Murphy, Hannah (30 October 2017). "UK's Ineos buys motorcycle fashion group Belstaff". The Financial Times.
  16. ^ "Belstaff creative director departs amid brand overhaul".
  17. ^ Ballinger, Alex (2020-10-08). "Sir Dave Brailsford: 'We continued to work with our heads down, we didn't notice other teams were overtaking us'". Cycling Weekly. Retrieved 2020-10-08.
  18. ^ "Industry Shorts: INEOS, Six Nations, Vinicius Jr". 2020-10-08. Retrieved 2020-10-08.


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