September 21 2021 – Mercantile London
Founder Patrick Van Heurck.
Bellerose was founded in 1989 by Patrick Van Heurck. Back then, Patrick already had more than a bit of experience in the world of menswear. Moreover, he was deeply fascinated by the rich history and craftsmanship behind the garments he loved and admired. As a fan of all things Americana, he often used to embark on trips to the United States and on one of those trips, he discovered the village of Bellerose, up on Long Island near New York City. The name seemed perfect for what he already had in mind: his own brand.
The first Bellerose store.
The brand opened with a collection of men's shirts (one of the reasons shirting continues to be one of Bellerose's most popular categories) and opened a store in 1990. Eight years later, a women's division was added and childrenswear rounded it out in 2002. The Belgium flag-store opened in 2003 and then the company expanded through France and on-line with it's e-store and social media platforms.
What are Bellerose About ? - Craftmanship, Quality, Detail and Mix
Everything in the collection is designed in Belgium and their premium fabrics and manufacture are sourced worldwide. Bellerose is about wearing comfortable clothes that won't restrict movements but instead allow us to move freely, highlighting a softer version of ourselves with subdued colours, natural fabrics, and clean, elegant lines.
It's all in the detail when it comes to Bellerose design, garments are finished with small details that elevate the age-less design. Being Belgium, a certain surrealism is part of the brand DNA, this is combined with a mix and match aesthetic; different fabrics, masculine and feminine styles, slim and oversized silhouettes, preppy 90's vibes and a retro slant all appear in the styling.
The Bellerose Essentials.
Bellerose works by offering pieces of interest, playing with layers, textures, and different fabrics or just by keeping it really simple at times with a few strong classics. Sizing on Bellerose is 0-3, with zero equating to a UK 6 or European 34 and the styling is often oversized. The new season collection sees the recognisable Bellerose layering, with knitted vests over shirts. Statement knits are worn with classic cords, or the new Peggy shape denim, and over-shirts are worn loose with high waist, pleated, ultra wide leg trousers.
Find more of the AW21 Bellerose collection here