Represent and Belstaff revive 1990s racing gear in new capsule

Belstaff is making a two-pronged push that feels smarter than a simple collab drop: a second Represent capsule built from archive racing gear, and a new outlet store opening at Dalton Park in June. Together, the moves widen Belstaff’s reach at the hype end and the retail end, turning its moto heritage into something younger shoppers can actually wear and buy.

The collection, which launched on May 13, 2026, is rooted in Belstaff’s 1980s and 1990s racing references and led by a leather jacket-and-trousers set inspired by a 1990s motorbike suit. Belstaff’s Race Jacket is billed as an archive suit originating from the 1990s, and the details do the heavy lifting: perforated leather panels for ventilation, corrugated panels for movement and flexibility, and a late-1980s version of the Phoenix logo. That is the kind of technical language that still reads as luxury, but it also keeps the clothes firmly in workwear territory, built for motion rather than display.

Represent’s lineup also includes a Nylon Racing Jacket, Born To Bike T-shirts and hoodies, plus faded jersey pieces that soften the collection’s harder edges. The balance matters. Instead of treating Belstaff’s archive as museum material, the capsule translates it into the sort of everyday layers a younger customer can fold into denim, boots and utilitarian outerwear. The result is less costume, more usable uniform.

The campaign setting sharpens that message. Represent shot it on seven miles of flat Welsh shoreline, the same kind of open ground used for land speed record attempts in the 1920s. It is a neat visual shorthand for what both brands are selling here: speed, grit and British provenance, stripped of nostalgia gloss. Belstaff, founded in 1924 in Stoke-on-Trent, has spent a century turning motorcycle clothing and protective gear into a brand language of its own, and this collaboration leans hard into that history without making it feel dusty.

The commercial expansion is just as pointed. Belstaff will open at Dalton Park Outlet in June 2026, adding a physical foothold in the North East’s largest outlet shopping destination, which has more than 65 stores and around 200 brands. Global Mutual, which manages the centre, said the store will be a “true representation” of Belstaff and feature its British heritage products. Nicky Lovell, head of Outlets and Retail Business Development at Global Mutual, called Belstaff a highly desirable British brand with a loyal following and said the store is expected to thrive there. After full occupancy at Dalton Park for the first time in its 22-year history in 2025, Belstaff’s arrival gives the centre another premium name with genuine brand weight.