Belstaff appeared in 1924 in Longton. It was founded by Eli Belovitch together with his son-in-law, Harry Grosberg. The name Belstaff consisted of the original syllables of Belovich's surname and the name of the county of Staffordshire, where the brand was founded.
The emblem of Belstaff was a symbolic image of a phoenix straightening its wings. The company started its journey with Harry's idea of sewing quality biker jackets. At that time there was an era of fascination with motorcycles, so the products of Belovich and Grossberg were very relevant.
But they didn't just want to sew jackets. They wanted to find a technology that would increase wear resistance and prevent clothes from getting wet. As a result, a new revolutionary material was invented - Wax Cotton - cotton impregnated with special oils.
He made the clothes strong and waterproof.