Barbour opens motorcycle store in London

Barbour is known as the archetypal purveyors of rural chic. Its famous waxed jacket has won over generations of fans from ruddy-faced country sports participants (the classic Beaufort model is equipped with a game pocket) to more urbane fashionistas like Olivia Palermo and Alexa Chung.  

It’s easy to forget though, that like fellow UK heritage brand Belstaff, Barbour has a long tradition of manufacturing study yet stylish gear for motorcycle riders. «Motorcycle clothing first appeared in our brochures in the early 1900s and is just as important to Barbour’s heritage as country clothing,» said Ian Beattie, Barbour’s national sales and marketing director.

To celebrate this petrolhead heritage, the brand is opening its first flagship ‘Barbour International’ store inspired by its motorcycle lines, this November. «With this new dedicated store, we will be able to showcase our fashion collections inspired by the halcyon days of motorcycling,» added Beattie. 

The store will have a special focus on the Barbour Steve McQueen collection, but will also stock a range of the brand’s other luxury lines. The 3,000 sq ft (279 sq m) boutique will be located on Piccadilly in the new St James’s Gateway development between Picadilly and Jermyn Street (famed for its shirtmakers). 

jt/cm