When you think of Stoke-on-Trent, fashion might not be the first thing that comes to mind. Pottery? Absolutely. But luxury jackets? Rarely. Yet, in 1924 Eli Belovitch and Harry Grosberg came together to found a company that produced waterproof outerwear and durable rucksacks. Four years later, their operation had expanded to the point where they converted a former brewery and a blacksmith’s shop into a factory.

And the name of that company? Belstaff.

Over a century later and Belstaff is a celebrated heritage brand. They’ve made motorcycle jackets, uniforms for the armed forces, protective climbing gear, waxed jackets, workwear, sportswear… and that’s before we get started. Brad Pitt has worn them. David Beckham has designed for them. Kate Moss has fronted their campaigns.

You can’t deny it: Belstaff is now a global icon.

So, it feels right that the label’s latest Icons campaign celebrates its legacy, resilience and community. Launching 2nd April, it takes the label’s ethos of being “the icon of independent spirit” to heart. The offering centres around six of the most recognisable jackets in the Belstaff archives and is a showcase for what British craftsmanship can do. With waxed cotton sourced from one of the country’s most innovative textile producers- Rochdale’s British Millerain- it’s easy to see why the brand has long attracted those who do things differently.

Fronting the accompanying campaign (lensed by fashion photographer Daniel Archer) is presenter, broadcaster and international cricketing legend Freddie Flintoff. The collaboration makes sense. If there is one Belstaff trait that encapsulates Flintoff, it’s resilience. He was one of England’s most irrepressible all-rounders. He’s spoken fearlessly and tirelessly about men’s mental health. He was known as a daredevil on Top Gear for seven series. The fit is obvious.

In the campaign, he talks passionately about his own personal icons. “I think first and foremost, my dad,” he says. “We didn’t have much in the way of financial stuff but was spoiled with love and backing and affection.” And when it comes to the sport he loves so much? “It’s hard to get past Ian Botham. Dodgy tash [but] took the world on.” Elsewhere, he talks about his life, what it means to be an independent spirit and his thoughts on what it means to be British.

- Freddie Flintoff on what makes an independent spirit.

- Freddie Flintoff on what it means to be British

Six jackets. Six definitive designs. Each item in the Icons collection is among Belstaff’s most enduring and renowned pieces. Take the Trialmaster. Originally engineered for gruelling off-road motorcycle racing in the late ‘40s, it’s now become an everyday staple in our wardrobes. Or the Gangster, with its hand-waxed leather build that defined the ‘60s biker scene and never really left. And then there’s the Fieldmaster. Debuting in 2019, it’s already cemented itself as an evergreen piece that sees us through days in the country and evenings in the city.

Another icon paying tribute to Belstaff’s motorcycle legacy is the Outlaw. Built with quilted shoulders and made from imported Italian leather, it nods to café-racers who used to speed between transport cafés in ‘60s England. The Trialmaster was designed for long-distance endurance. The Racemaster was all about speed and agility. It’s a slimmer, shorter take on the design to allow more flexibility and comfort across the day. The hero feature? The waxed cotton exterior that’ll shrug off unexpected rain and wind. Finally, the Trialmaster Panther: inspired by Steve McQueen, it’s made in sleek napa leather with a specialised coating that leads to a unique patina over time.

The Icons campaign isn't just a celebration of six exceptional pieces. It's a reminder of what Belstaff has always stood for: independent spirit. Enduring craft. A refusal to conform. Together, they tell one of Britain's greatest fashion stories.