• Text Luisa Le Voguer Couyet
  • Photography Takanori Okuwaki
  • 12th January 2015

Easy Rider

Originally a waterproof jacket outfitter founded in Staffordshire just over 90 years ago, Belstaff is brand steeped in British history. That motorcyclists have consistently formed a heavy portion of the brand’s clientele over the years slides its first LCM presentation into focus – the atmosphere had it all. Guinness, Hot Toddy’s served in tin mugs, and bacon butties in an underground car park setting, a stone’s throw away from The Houses of Parliament, motorbikes lining the entrance. Beats were courtesy of young British band The Propellers, with fittingly titled songs like City Boys and Model Girls.

The set, produced by My Beautiful City, was inspired by Ace Cafe in London, where bikers old and young rendezvous, a theme strikingly apparent. Models lounged in 50s-style diners, gloves in hand, with bonafide bikers from the Mean Fuckers club parading on their bikes. At one point blogger Bip Ling was given a tour on the back of Mean Fucker, Jake’s motorcycle. There was a real sense of hanging out and celebrating all things biker, all things British.

Leather featured first and foremost, combined with shearling jackets and tight leather trousers. Tough, practical leathers were paired with cashmere houndstooth jumpers, layered polo necks, and collars turned up. Long woollen socks were rolled over biker boots, a nod to the protective style of the 50s bikers.