by Stephen Garner

British heritage brand Belstaff has returned to New York with a new store at 62 Gansevoort Street in the city’s Meatpacking District.

The 2,000 square-foot store space will be centered around “The Workshop” concept, which will offer 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.

Meanwhile, customers will be able to design their own jackets using a new ‘Build Your Own’ service. Belstaff’s Trialmaster model (launched in 1948) can be personalized with myriad customization options – from fabric and patches to specialist laser and chain stitch 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 ‘20 collections.

Award-winning designers Brinkworth Design worked with Belstaff to create an 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.

“With its working history, eclectic culture, and art and design community, the Meatpacking District is the perfect home for our New York store,” said Helen Wright, CEO of Belstaff. “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.”