Belstaff and Imatta launched the first optical collection at Silmo Paris. This follows the announcement of the exclusive licensing agreement, with the principal sunglasses collection launched earlier this year.
The partnership with Imatta, a leader in manufacturing and distribution of luxury eyewear, will last ten years. This is the first time modern British heritage brand Belstaff has launched opticals, expanding their already successful accessory offering.
Inspiration from the brand’s codes
The first collection takes inspiration from the brand’s codes, balancing tradition and innovation in full respect of the DNA of Belstaff. The optical collection will be carried around the world in Belstaff stores, online, select department stores, fashion and travel retail locations, as well as independent optical boutiques.
The offering consists of 21 different frames for all face shapes, in up to six colours. All frames are handmade in Japan, using only premium materials such as Beta Titanium and Takiron Japanese acetate with laser engraved colour enamel. The colour offerings ensure the range stands out with multiple options for all frames including: ‘Tokyo Tortoiseshell’, ‘Walnut’, ‘Crystal Beige’, ‘Amber’, ‘Soft Green’ and ‘Blue Camouflage’ amongst other more classic colour offerings.
Imatta presented the full offering at Silmo Paris from 6th – 9th October including an updated range of sunglasses styles, which will launch in 2018.
“We have achieved great success in establishing ourselves as a company known for our product quality and selective distribution in the optical and sunglass marketplace. Belstaff is a global lifestyle brand, committed to design and quality, which fits perfectly within our portfolio of brands” said Joshua Matta, CEO of Imatta.
“Through our partnership with Imatta, we offer a compelling eyewear collection, now including opticals, to our customers to develop and strengthen our position as a modern British heritage brand. The partnership has been a great success so far and we look forward to continuing this,” said Gavin Haig, CEO of Belstaff.
Belstaff is a modern British heritage brand steeped in the spirit of adventure, protecting independent spirits to venture free. In Belstaff, the fearless explorer and the stylish alike will discover clothing for a contemporary lifestyle influenced by Belstaff’s rich 93 year history, yet firmly rooted in the present and forever forward-looking.
Founded in 1924, in Stoke-on-Trent, Staffordshire England, with the innovation of the first water resistant wax cotton, Belstaff quickly became embraced by a group relishing the freedom and daring that the fabrics allowed. Belstaff’s classic belted wax cotton 4-pocket jacket became an instantly recognisable staple for the adventurous throughout the 20th century.
Belstaff is headquartered in London and showrooms reside there and in New York, Milan and Munich. Belstaff is currently sold through its flagship on New Bond Street, and thirteen stores in Europe, the United States and Asia, through select wholesale distribution worldwide and online.