Pre collection // Bellerose

Bellerose is a Belgian contemporary womenswear and menswear brand, originally created in 1989. Bellerose started out by distributing a range of men’s shirts and later on opened its first store in Knokke (by the Belgian coast) in 1991. More stores in several notable Belgian cities follow during the 90s. 

The first women’s collection was released in 1998, followed by a children's line in 2002 and the opening of a first flagship store. Loosely inspired by the concept of traditional American drugstores, the first stores were created as vibrant, functional places where one could find nearly everything, starting with Bellerose’s collections while yet also offering off-road buggies, fire pits, letterboxes and a wide range of accessories.
The conception of their collections and stores originates from a large mix of eclectic influences. Hand crafted vintage rosewood cupboards are juxtaposed by a rough concrete floor in the stores, an improbable logo could very well become a print on t-shirts the following season, a classic American baseball logo might be stitched upon a Japanese worker shirt, and a historic military overcoat, found in a thrift store can easily be adapted to become a unique key piece in their collection.

From Tokyo all the way to Stockholm, while passing through Brooklyn, New York; Bellerose is always curious and always on the lookout, without limiting themselves to one particular style. They prefer mixing and matching over purism. What ties everything together is authenticity, craftsmanship and "the passion that comes with it".

The theme of a collection often starts with something as small like a print or a picture or as big as an era or a movement – the colours are then determined in function of this theme.
When it comes to the men’s collection one of our biggest and most important inspirations has always been work wear and military wear. The details inherent to classic work wear can be found all over Bellerose’s men’s garments.  Whether it’s military uniforms, worker jackets or sailor sweaters, the specific style, touch and feel of these articles has been part of the brand’s heritage since day one.

Building on this DNA, Bellerose aims to dress contemporary, forward thinking people that share their love for quality garments with a great attention to detail

Images are from the Pre 19/20 collection which is available here.