British modern heritage brand Belstaff opens its first flagship store in Tokyo, within the 47,000 m² retail space ‘Ginza Six’, the cutting edge of modern development and the biggest retail launch in Tokyo this decade. 

A private opening event was held in the store last night, ahead of the public opening on the 20th April. The store holds the first permanent offering of the women’s line in Japan and the first complete offering of menswear and accessories from the brand. This follows Belstaff’s launch into the Japanese market in 2016, with retail spaces opened in Matsuzakaya Nagoya, Isetan Tokyo and a stand-alone store in Kobe.

The opening of a flagship in Tokyo showcases the brand's development in Japan and its continued international expansion and dedication to retail. Global Ambassador and Hollywood A-lister Liv Tyler joined guests for the opening. Liv performed the traditional ceremony of ‘Kagami Biraki’, meaning ‘Open mirror to the future’, smashing a Sake barrel by wooden hammer, to celebrate the grand occasion, in front of press, influencers and VIP guests, including Vogue Editor in Chief Mitsuko Watanabe, Emi Renata (Model) Ahn Mika (Model), Rina (Model), Audrey Ayaka (Model/ Influencer), Noriko Maeda (Model), Theodore Miller (Producer), Atsushi Ooe (Influencer) and Panzetta Girolamo (Model).

Global Ambassador and Creative Contributor Liv Tyler, who is in Tokyo especially for the launch, has an established career spanning two decades. The international style and beauty icon, mother of three and daughter of Steven Tyler began modeling at 14 before starring in many hit films including ‘Armageddon’ and ‘Lord of the Rings'. Liv first worked with Belstaff as Executive Producer on the brand film ‘Outlaws’ starring David Beckham. Liv then starred in ‘Falling Up’, a short Belstaff film following the steps of Amelia Earhart, a female pioneer who embodies the spirit of the modern Belstaff woman. Alongside Creative Director Delphine Ninous, Liv has co-designed and produced two collections for Belstaff, and her latest Spring Summer 17 offering, inspired by her rock n roll heroines of the 70s, will be available in Ginza Six from its opening to the public on the 20th April. 

The flagship launches in the same month Belstaff exhibits its first Archive exhibition, ‘Hollywood Legends’ in the iconic Daikanyama Tsutaya bookstore. This is a celebration of Belstaff’s iconic design which influenced many Hollywood films, including: “The Aviator’ starring Leonardo Dicaprio, ‘Ironman’, ‘Dark Knight, ‘I am Legend’, ‘Twilight’ etc. Also displayed is an original Steve McQueen jacket, purchased at auction for the Belstaff Archive.

The Tokyo store itself will offer an exclusive ‘Ginza Capsule’ collection of lighter weight pieces, an exclusive ‘Ginza’ leather jacket style and the first unisex eyewear collection from the brand, all hand made with the finest materials in Japan. The 100 sm store is the second biggest retail space in Asia, after Macau, and the biggest retail launch since the flagship in New Bond Street, London. The interiors represent the design evolution of Belstaff, with high quality fittings and fixtures. Black chrome, limestone and lightwood is used throughout and a new LED lighting system, to highlight fabrics, has been incorporated alongside the iconic Phoenix branding. The reflective materials represent a timeless style, whilst a motorbike glass table greets shoppers on arrival, a representation of the rich moto heritage of the brand's DNA.

Gavin Haig, Belstaff CEO said: “Having spent the greater part of my latter career in Asia, specifically in Japan, I am delighted to be bringing some of my experience and knowledge to our expanding business in this part of the world. Ginza Six, our fifth opening in Japan, with a sixth planned by end 2017, shows our fast and strategic expansion in this important market. The Japanese influence on fashion and style can be felt globally, which is why we selected this great country as a key pillar market for Belstaff. The Japanese appreciation and appetite for modern heritage is key to our success here. We are also a brand that continues to innovate, with functionality as important as style. Our successful launch of the ongoing partnership with SOPHNET. showcased a more street style influenced collection, which is synonymous with Tokyo and was well received all over the world.

The first launch of our women’s business in Japan is at Ginza Six, with Ambassador Liv Tyler attending and representing our modern Belstaff WOMAN. Ginza Six epitomises the new luxury by offering shoppers an experience of the highest quality. We are thrilled to be a part of this historic opening, an important milestone in the brand's 93 year history.”


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.

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

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