Belstaff is relaunching in America with the opening of a new store in the heart of New York’s Meatpacking District.
The British heritage brand has nearly 100 years of industrial heritage and craftmanship, so 62 Gansevoort Street presented the ideal location. The 2,000sq ft store space offers a unique hub for the local area in an evolution of Belstaff’s community-first retail approach.
Central to the new offer is The Workshop – a world-first always-on retail theatre that offers customers the opportunity to restore, repair and renew their existing or just-bought pieces. As well as carrying out restorations and repairs live in store, local craftsmen and women will modify existing Belstaff outerwear to give pieces a new lease of life in line with the brand’s long-held ‘Built for Life’ design philosophy.
Meanwhile, customers will be able to design their own jacket using a new ‘Build Your Own’ service. Belstaff’s iconic Trialmaster (launched in 1948) can be personalised with a myriad of customisation options – from fabric and patches to specialist laser and chain stitch embellishments.
The Workshop will host a programme of community events with local and global makers and creators, from denim masterclasses to letter press printing. The first in the series will be a workshop hosted by ‘Man vs Ink’, the Belstaff maker Fred DiMeglio – a designer and screen printer – where customers will be invited to create their own bandanas in store. Sessions will be streamed and shared on Belstaff’s social channels. To celebrate the opening, Belstaff has partnered with other local artisans, craftsmen and women including Jimmy DiResta, Glenn Wolk, Aly Reinert, and Christine Rucci (Godmother NYC), who have customised a selection of exclusive, upcycled vintage jackets that will be on sale in store.
Belstaff’s creative director Sean Lehnhardt-Moore curated a selection of exclusive products for the New York store launch, including bandanas, vintage Belstaff waxed cotton jackets, an assortment of vintage denim and military bags sourced within the US by Christine Rucci, and a limited-edition t-shirt. The exclusive product is available in addition to the brand’s Icons range and Fall Winter 20 collections.
The store launch is central to Belstaff’s selective expansion of its bricks and mortar offer, with investment also being made in direct-to-consumer engagement, through a multi-channel approach that includes e-commerce and creative storytelling via its Road Less Travelled podcast series.
Belstaff CEO Helen Wright said: “This is much more than just a store opening for Belstaff – it’s symbolic of our shift in business strategy, demonstrating our commitment to community values, authentic style and local craftmanship. The industrial heritage of the area resonates with our story – with its working history, eclectic culture, and art and design community, the Meatpacking District is the perfect home for our New York store.”