British heritage brand Belstaff has opened a store in NYC on 62 Gansevoort Street, with a world-first workshop concept and a focus on makers and creators within the community.
The store in the heart of New York’s Meatpacking District is a natural home for Belstaff. With the brand’s nearly 100 years of industrial heritage and craftsmanship, Gansevoort Street presented the ideal location. The 2000 sq ft store space offers a unique hub for the local area in an evolution of Belstaff’s community-first retail approach.
With its working history, eclectic culture, and art and design community, the Meatpacking District is the perfect home for our New York store. Today the neighborhood is illuminated by a vibrant collective of people, exciting venues and landmarks old and new. The industrial heritage of the area resonates with our story, and this store opening symbolizes our commitment to community values, authentic style and local craftsmanship.
— Helen Wright, Belstaff CEO
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.
Customers will also be able to design their own jacket using a new ‘Build Your Own’ service. Belstaff’s Trialmaster jacket (launched in 1948) can be personalized with myriad customization options – from fabric and patches to specialist laser and chain stich embellishments.
The Workshop will host a program of community events with local and global makers and creators, from denim masterclasses to letterpress 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’ve customized a selection of exclusive, upcycled vintage jackets that will be on sale in-store.
Belstaff’s Creative Director Sean Lehnhardt-Moore has 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 U.S. by Christine Rucci, and a limited edition t-shirt. The exclusive product is available in addition to the brand’s Icons range and Autumn/Winter 2020 collections.
Award-winning designers Brinkworth Design worked with Belstaff to create the open and inviting space, taking into consideration the industrial heritage of the area. Hammerite green steel, blackened steel, reeded glass and gold or brass details with industrial finishes, are featured throughout. Glass and timber cabinets sit alongside an antique double-bow cabinet filled with vintage motorcycle props and customized helmets. To complement the fixtures original Persian carpets and vintage military canvas armchairs have been added, creating a relaxed environment. The Workshop is signified by a bespoke neon sign, white metro tiles, an assortment of tools, and a Railex revolving garment rack system.