What is "belstaff"

Belstaff, a British brand, founded in Longton, Staffordshire in 1924 by Eli Belovitch and his son-in-law Harry Grosberg – the name is a combination of Eli's surname and his Staffordshire home. Belstaff became the first company to use wax cotton in the manufacturing of waterproof apparel for motorcycling.

In 2011, The Labelux group acquired Belstaff and repositioned it as a British heritage brand centred on luxury sportswear. Tommy Hilfiger was brought in as a business consultant. In July 2014, along with Jimmy Choo and Bally, Belstaff was fully integrated into its parent group JAB Luxury GmbH. JAB management now directly oversee the brand.