Belstaff, the London based label best known for making pricey, nostalgic motorcycle hjackets and other outerwear is relaunching this fall as a luxury lifestyle brand thanks to its new owner, Switzerland's Labelux. Part of this relaunch will include two major flagship stores, one at 814 Madison Avenue here in New York, and another in London.
New Yorkers will find the new store at the corner of 68th Street where Malo has wound up its residency, and one of New York's first Gianni Versace boutiques once stood, and the 4,000 square foot space will be designed, like its much larger London cousin, by New York based William Sofield, who is best known for revamping the Tom Ford era Gucci store design concept. While he is associated with sleek, glamorous minimalism of that moment, the new store will take its cues from the 1876 London mansion that will soon become Belstaff House. "a modern version of an English country house," according to Harry Slatkin who is the brand's new CEO.
The new store will also launch ready-to-wear collections by new Belstaff chief creative officer Martin Cooper. Are New Yorkers ready for more than just outerwear from the English heritage brand? We will find out this October, when both stores are scheduled to be opened. Motorbike not required.
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