Belstaff

British clothing company

Belstaff is a clothing brand owned by 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.

Belstaff was founded in 1924 by Eli Belovitch and his son in law Harry Grosberg in Longton, Stoke on Trent, Staffordshire. Kate Moss was paid £1,000,000 to appear in Belstaff ads. In June 2011, Harry Slatkin and The Labelux Group bought Belstaff. Slatkin assumed the CEO role and appointed Martin Cooper as Chief Creative Officer, and together, they planned to reposition Belstaff as an English heritage brand centred on luxury sportswear. Tommy Hilfiger was brought in as a business consultant. In 2012, the company opened stores in Via Della Spiga Milan, New Bond Street, London and Madison Avenue, New York City. In July 2014, along with Jimmy Choo and Bally, Belstaff was acquired by JAB Luxury. In 2015, Belstaff produced a 17 minute commercial, Outlaws, with appearances by David Beckham, Harvey Keitel, Katherine Waterston and Cathy Moriarty. In early 2016, Belstaff made a 3 minute commercial, Falling Up, in which Liv Tyler retraces the footsteps of 1920s aviator Amelia Earhart. Delphine Ninous became Creative Director in July 2016. In 2017, Belstaff opened a store in Ginza Six, Tokyo. The same year it was bought by Ineos. Fran Millar was appointed CEO in 2020, leaving her position at the UCI World Tour cycling team, the Ineos Grenadiers (formerly Team INEOS and Team Sky). In 2019, Belstaff exited its Madison Avenue, NYC store. In 2020 Belstaff opened its eleventh store globally, a store in the Meatpacking District.