It’s hard to look at a Belstaff jacket and not feel like you can take on the world. The brand, famous for its waxed cotton Trialmaster jacket and synonymous with adventure and rugged elegance, has been around since 1924. Though their jackets are as likely to be found on investment bankers as on adventurers these days – such is the breadth of their appeal – the brand is steeped in motorcycling heritage. Che Guevara wore a Trialmaster on his epic motorcycle adventure across South America, and chronicled the 8,000km journey in his memoirs The Motorcycle Diaries. And if waxing your jacket is a sign of brand loyalty, Steve McQueen was apparently so enamoured with his Trialmaster that he turned down a date with Ali MacGraw so that he could shower(proof) his jacket with affection.

Relocating from New Bond Street to Regent Street, the new store signals a new era for the brand to a wider audience. The 2077 sq ft shop interior reflects the brand’s Stoke-on-Trent industrial origins, with the use of power-coated steel, brass fittings and laminated glass. The British Millerain cotton canopy ceiling references both Belstaff’s signature waxed cotton collection and its background as an innovator in functional textiles and clothing. Tactile product displays are eclectically arranged to encourage rummage and discovery, inviting customers to explore the product in an informal and flexible way. Of course, no hub would be complete without coffee and drinks…customers are invited to enjoy their brew on the deep leather sofas.

On the ground floor, a permanent hand waxing service has been created for customers to bring in their old jackets for a new lease of life. ‘How to Care’ classes will be offered for all, demonstrating how to prolong the life of your waxed cotton and leather pieces, highlighting the brand’s philosophy of sustainability and creating goods that are built to last. With all clothing fixtures on castors, Belstaff plans to host an ongoing series of curated events with guest hosts along with special screenings, panel discussions and podcast recordings. It’s time to buy some travel books, gear up and book your next ticket – or take to the open road.