Belstaff and British luxury brand Represent have unveiled their new campaign for its second collaboration which blends Represent’s “contemporary streetwear identity” with Belstaff’s motorcycling legacy.
The campaign combines British seaside culture with off-road motorcross. It was filmed in Pendine Sands in Carmarthenshire, South Wales, which is famed for hosting land speed record attempts in the 1920s.
Belstaff design director Chris Mossom said: “We’re excited to be launching our second collaboration with Represent – a bold evolution of our first drop last year which draws heavily on archival Belstaff jackets and race suits from the late ‘80s and early ‘90s.
“These garments inspired the ergonomic silhouettes and statement graphics throughout the collection, including archival slogans and the revived stylised phoenix logo, putting a fresh lens on our heritage.”
Titled ‘Born to Bike’, the collection was inspired by Belstaff’s archival pieces and at the heart of the collection is a leather jacket and trousers set which takes inspiration from a motorbike suit from the 90s.
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The pieces feature leather applique to represent the sponsored riding gear the heritage brand has produced in the past.
Also featured in the collection is a nylon racing jacket, with a relaxed fit and white piping.
George Heaton, Represent’s co-owner and creative director added: A true passion of myself and my brother Mike’s is archive exploration. Our younger days and upbringing play a massive role in our design language and inspirational interests that shape the brand.
“With Belstaff’s rich heritage, linked to our love of motorsport, we looked at the first collection as a fundamental base of how the two brands fuse. Together we’re building on the archival exploration and really working to retain Belstaff’s true identity, story, and quality, whilst curating a collection that brings in the Represent aesthetics.”
The collection is exclusively available at Flannels.
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