Belstaff’s 100 Years Celebrations

It felt a little bit like being transported back to a Patrick Hamilton novel. I’d arrived at Victoria station at 8.15am, and was immediately greeted by a jazz singer and a bunch of people in military jumpsuits. I was here for the centenary celebrations of Belstaff, the legendary British outerwear brand, and what promised to be an extraordinary day out. We were off to Stoke.

Belstaff was founded in 1924 by Eli Belovitch and his son-in-law Harry Grosberg in Longton, just outside Stoke-on-Trent, and it was here we were travelling to, trundling along in a ludicrously opulent Belmond train. If only all cross-country travel was like this. Belstaff had put on a two-day exhibition at the Gladstone Pottery Museum, which explored the history of the brand from its midlands beginnings to the present day, where they’re the world-leaders in outdoor, all-weather clothing.

On both legs of the train we were treated to some astonishingly good cuisine – a Pret sandwich and a warm tin of M&S lager this was not. The service was exceptional, and if you can get on a Belmond train I’d highly recommend it – if only to live out all your Hercule Poirot fantasies.

Once at the exhibition, we perused the selection of archive outerwear – including a kiln space dedicated to the brand’s iconic Trialmaster jacket, which included the display of Steve McQueen’s original version – plus Belstaff’s AW24 collection, entitled ‘Longton’, which was inspired by the brand’s early years of providing clothing for the British service industries.

The day was also marked by the announcement of the winners of Belstaff’s inaugural Cloudmaster project – the brand’s talent incubator and prize fund for the next generation of design talent, in partnership with the Manchester Fashion Institute. The four finalists’ designs were on display at the pottery museum, with Hadisa Ahmad Tabussam taking home the first prize for their exceptional work.

The Belstaff ‘OUR FIRST 100 YEARS’ exhibition was the latest in a series of events, capsule collections, and collaborations to celebrate their centenary year, which started with the launch of their coffee book in March, and will continue throughout 2024.