​Belstaff and Imatta launch the first eyewear collection for Spring Summer 17, following the first reveal at the MIDO Eyewear Show and the announcement of the exclusive licensing agreement last September during Belstaff’s London Fashion Week presentation. 

The partnership with Imatta, a leader in manufacturing and distribution of luxury eyewear, will last 10 years. It will allow British lifestyle brand Belstaff, celebrated for its clothing and accessories lines, its heritage in outerwear and spirit of adventure, to expand their eyewear business globally. The first collection takes inspiration from the brand’s codes, balancing tradition and innovation in full respect of the DNA of Belstaff. The eyewear collection will be carried around the world in Belstaff stores, online, select department stores, fashion and travel retail locations, as well as independent optical boutiques.

The offering consists of 18 different sunglasses styles in 1-4 colours. All frames are handmade in Japan, using only the finest premium materials such as Beta Titanium, hand waxed leather, Japanese acetate and Zeiss lenses. All leather was supplied by Belstaff and produced it Italy. Prices from £240/ €315/ $300

“We have achieved great success in establishing ourselves as a company known for our product quality and selective distribution in the optical and sunglass marketplace. Belstaff is a global lifestyle brand, committed to design and quality, which will fit perfectly within our portfolio of brands” said Joshua Matta, CEO of Imatta.

“Through our new partnership with Imatta, we will offer a compelling eyewear collection to our customers to develop and strengthen our position as a modern British heritage brand. We are confident that this partnership will be a great success,” said Gavin Haig, CEO of Belstaff.


Belstaff is a modern British heritage brand steeped in the spirit of adventure, protecting independent spirits to venture free. In Belstaff, the fearless explorer and the stylish alike will discover clothing for a contemporary lifestyle influenced by Belstaff’s rich 93 year history, yet firmly rooted in the present and forever forward-looking.

Founded in 1924, in Stoke-on-Trent, Staffordshire England, with the innovation of the first water resistant wax cotton, Belstaff quickly became embraced by a group relishing the freedom and daring that the fabrics allowed. Belstaff's classic belted wax cotton 4-pocket jacket became an instantly recognisable staple for the adventurous throughout the 20th century. Over the years, some of the great and the good have worn the brand, from historical titans T.E. Lawrence, Amelia Earhart and Che Guevera, to more modern names like David Beckham, Kate Moss, Ewan McGregor, Kristen Stewart, Rihanna, Tom Hardy and Liv Tyler; not to mention various racing legends, including Sir Jackie Stewart OBE and Sammy Miller MBE.

Belstaff is headquartered in London and showrooms reside there and in New York, Milan and Munich. Belstaff is currently sold through its flagship on New Bond Street, and twelve stores in Europe, the United States and Asia, through select wholesale distribution worldwide and on


Imatta is an Australian eyewear company based in Melbourne. Founded by Optician/Designer Joshua Matta, Imatta engages in the design, manufacture and distribution of optical and sun collections. As a qualified Optician with twenty-two years experience, their eyewear is crafted by hand in the artisanal eyewear workshops of Japan, Italy and France. Only the finest materials, including celluloid acetate, titanium, 18k gold and gold plating are used in each creation.

Imatta distributes brand specific, trend driven and design-focussed categories in optical and sun collections, to private label retail brands.

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