Belstaff has been in the waxed cotton business for over a hundred years. The respected British brand mastered its craft long before “heritage” was a buzzword and outerwear had to do anything more than work.
Founded in 1924 in Staffordshire, Belstaff built its name on utility. They quickly became known for jackets that repelled rain, stood up to speed, and aged like good leather boots.
Belstaff Pioneers in Waxed Cotton Campaign
Now, Belstaff is digging into its archives with a new drop of waxed cotton silhouettes that feel purpose-built for modern life. The Britton gamekeeping jacket and the Super Sportsman, both lifted from Belstaff’s 1970s and ’80s back catalog, serve as inspiration.
The styles nod to a time when British leisure pursuits leaned heavy on fishing, shooting, and tweed-clad confidence.
The campaign, shot by Jack Chipper and styled by Giulio Ventisei, stars model Gustave Lorré in a studio-meets-workshop set full of canvas, timber, and artful shadows. There’s an earned roughness to it all, offset by Belstaff’s tailored edge.
Belstaff’s jackets are made to go the distance. Because waxed cotton doesn’t age out. It picks up stories. And if you wear it long enough, it starts to tell yours, too.
