Last month, Belstaff became the official outfitter of the Grenadier, the new 4x4 vehicle designed, engineered and manufactured by INEOS Automotive, and this will now be extended to the world’s most successful cycling team.
The team will wear Belstaff clothing at official Tour de France events from August 26th, with a future ambition to build a bespoke off-bike collection for the team.
The prestigious clothing brand, founded in 1924, is synonymous with enduring style and function, and no stranger to cycling. In the 1930s, Belstaff produced capes for cyclists, which is where the modern waterproof jackets – race capes – get their name.
Belstaff CEO Helen Wright adds: “For almost a hundred years Belstaff has outfitted adventurous spirits and individuals who set out to push the limits of their being. Cycling has an incredible history of grit and determination which is reflected in our own. We’re proud to support INEOS Grenadiers, a team of winners from across the world who have stood on the podiums of the sport’s biggest races through their own tenacity.”
The brand is preparing a durable capsule collection that will be worn by the team at official events. The first collection will launch in August in Nice, in the lead up to the 2020 Tour de France.