The American sportswear brand is expanding its sustainability efforts with the introduction of a new line of renewed apparel conceived in partnership with circular solutions provider The Renewal Workshop.
Belstaff had plenty of news to share this week with the company having announced a new brand “ambassador and creative collaborator” via the signing of actor James Norton, as well as the opening of its New York store.
Making its debut on Monday, the Dazed Beauty Space is a 150 sq mt playground created by set designer Thomas Petherick. The experiential pop-up will host a programme of events including make-up tutorials and workshops.
The campaign will include in-store appearances from influencer Monica Veloz, Oscar nominee Matthew Cherry, comedian Phoebe Robinson, activist Marley Dias and NFL Hall of Fame player Jerry Rice, among others.
The investment will help the Cascade Locks, Oregon-based company to provide more brands with services such as developing a circular business model strategy, garment and textile renewal and 'recommerce' management.