BELSTAFF is a prestigious British brand that is known throughout the world. But its success is rooted in the people who brought it to life 100 years ago. So when it came to marking that milestone, the role played by townsfolk in Stoke-on-Trent was never going to be overlooked.
For it was in Caroline Street, Longton, where Eli Belovitch started manufacturing the iconic clothing. His factory may have closed years ago, but for those who worked there as pattern-cutters, seam sealers and machinists, the memories remain.
“My aunt worked at Belstaff’s and still talks about it now,” said Colin Moss.
To mark Belstaff’s centenary, INEOS-owned Belstaff had organised a reunion of those former factory workers. In all, 65 of them gathered at the Gladstone Pottery Museum – just a short walk from the original Caroline Street factory – to share a drink and swap tales from the past.
“It was a way of celebrating the people who helped to build the business, many of whom still live locally and remain an integral part of Belstaff’s history,” said COO Kerry Byrne.
The reunion, though, was just part of a weekend of celebrations organised by Belstaff. Belstaff had also chartered another emblem of British history – the restored 1950s Belmond British Pullman train – to ferry 150 guests, including designer Priya Ahluwalia, Queenie actress Dionne Brown and Bridgerton actor Daniel Francis, from London’s Victoria Station to Longton.
There, guests got a taste of Belstaff’s autumn/ winter 2024 collection and toured an exhibition in the museum, which explored the history of Belstaff from pioneers in waxed cotton to leaders in motorcycle and outdoor, all-weather clothing. On display were some original pieces worn by Sir Chris Bonington during his legendary climb of ‘The Ogre’ in Pakistan in 1977. He reached the summit wearing Belstaff kit crafted especially for him.
Outside, a huge mural of Eli adorned the side of 3 Uttoxeter Road. The 10-metre by seven-metre mural was the work of local street artists Rob Fenton and Ethan Lemon.
“It was an honour as locals to have been commissioned to create such a meaningful piece,” said Rob. “We hope it remains for many years to come and serves as a long-standing reminder of Belstaff’s never-ending connection to Stoke, the region and its people.”
The weekend, which raised £10,950 for charity, also played host to the final stage of Belstaff’s inaugural Cloudmaster Project, which was won by Hadisa Ahmad Tabussam, a fashion student from Manchester Metropolitan University.
She won £3,000 and a three-month internship at Belstaff’s HQ in London after impressing judges with her innovative climbing-inspired gear.
“Belstaff has a unique relationship with explorers and adventurers,” said Kerry. “And for years it has been helping to equip those independent spirits who dare to risk it all.”
The people who built Belstaff
These portraits pay tribute to some of our former factory workers – captured at a very special reunion event hosted at our centenary archive exhibition in Stoke.
Winner of Belstaff’s Cloudmaster project
Hadisa Ahmad Tabussam created innovative performance gear that’s protective without being restrictive. Her prototyped designs scored her a cash prize and a 3-month internship at Belstaff HQ.