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Many years ago, Belstaff was a humble producer of everyday motorcycle clothing based in Longton, just outside Stoke on Trent.
They made leather gear, waterproofs, boots, waxed cotton jackets and so on. It was good, workmanlike clothing that gained a following all around the world. It wasn't fancy, but it worked.
But the company hit hard times and was eventually sold to the Italian Belstaff distributor, run by the Melanoti family.
The Belstaff clothing we've seen in recent times has all come from this Italian company, and what a great job these guys have done.
They have made Belstaff more fashionable than a motorcycle clothing brand had any right to be.
Ewan rode around the world in it. Kate Moss strode up the catwalk in it, and everybody from Leonardo di Caprio and Tom Cruise to Brad Pitt and George Clooney have worn it in their films.
And they produced a terrific product too, with jackets that not only looked great but which were technically advanced.
We love the stuff, especially the waxed cotton gear with its Steve McQueen overtones. Nobody would ever suggest that Belstaff's gear is cheap, but in the last five years it has become the brand that epitomises biker chic, and the name that discerning bikers want to be seen in.
Well, earlier this year, the Melanoti family sold the company to a huge fashion house based in Austria that goes under the name Labelux.
These guys are big hitters. They own Bally shoes and Jimmy Choo shoes in addition to a bunch of famous designer labels and jewellery houses.
Their plan is to raise the profile of Belstaff to the next level.
They've already taken on one of London's most expensive retail sites and we're told that some £20 million will be pumped into making Belstaff the hottest property in the fashion world.
When we first heard the news almost a year ago, we thought this would be the end of proper motorcycling gear from Belstaff, but it would appear that this is not the plan.
In fact, quite the reverse; Belstaff will very much build its brand around biking and bike imagery.
Recently, we went to see the new 2013 'Pure Motorcycle' collection that will be delivered to us in around November of this year.
To be honest there weren't that many changes to the styles we've been selling for the last three or four years,
We've still got the Trialmaster, the Mojave and the Riding Jersey. There's some nice leather gear that looks easier to wear than the current range. And the ladies' jackets are a bit more shaped and feminine.
We're told that the new range is better put together with improved quality control in place, but in all honesty we've never had any real problems with the current Belstaff gear, which we think is excellent.
The new owners reckon they will be using better zips, nicer buttons, improved waterproof liners and so on but, in our view, these all represent marginal improvements. The Belstaff we have come to know and love remains pretty much the same. Improved in some areas perhaps, but essentially unchanged.
But, and it's a big but, Belstaff's prices are going to go into orbit.
Really, this is nothing more than we would expect. That £20 million pounds investment in the Belstaff brand has to be repaid somehow, and high fashion industry margins will clearly make their contribution.
On average, prices are going up by at least 25%. And between now and the release of the new collection in November that increase could get larger.
That's not good news for some people, but there's no point crying about it and if you want to be seen in the coolest biking gear on this planet, you'll have to pay the price. It's as simple as that.
Now to put some actual figures on this, we expect the Trialmaster to go up from £425 to £540. The Mojave will go up from £395 to £495. And the hugely popular Riding Jersey will come out at £350, up from £275.
Which brings me to my main point.
Right now, we have pretty good stocks across the current Belstaff range. All the staples are on our shelves, as are a wide variety of leather and Cordura jackets that rarely feature in our catalogues.
Obviously, we won't be increasing the prices on any pieces we hold in stock, so really the message is clear. If you want to own and wear a Belstaff jackets at today's prices, you will have to move quickly.
Once word gets out about these price rises, we reckon there's going to be a huge rush, so it's strictly first-come-first served.
Especially, by the way, if you want a jacket in any colour other than black, as the new collection exhibits a much narrower colour palette!
Anyway, don't say we didn't give you fair warning. There will never be an opportunity to get a Belstaff jacket at the prices you can enjoy today.
