Belstaff announces partnership with Ineos Grenadier
British heritage brand Belstaff has been named the official outfitter to
Ineos Automotive’s new forthcoming, 4×4 vehicle named the Grenadier, which
has been designed to be capable, durable and reliable while handling the
world’s harshest environments.
Full details of the partnership are to be unveiled in the coming months,
however, Belstaff added that the design brief of the new 4×4 Grenadier rang
“true” with their ideals, as Belstaff has been creating durable and
dependable clothing for adventurers and athletes, sailors, motorcyclists,
aviators, and military personnel for almost a century.
Belstaff chief executive Helen Wright said that the partnership
underlines the brands’ synergy: “Journeys have always been an intrinsic
part of the Belstaff world. We’ve been outfitting adventurous spirits –
from motorcycle legends and sporting icons, to movie stars and
revolutionaries – since 1924.
“As official outfitter to Ineos Grenadier, our shared commitment to
quality, innovation and modern utility is the natural starting point for an
Ineos Automotive states that the Grenadier project started after
identifying a gap in the market, abandoned by a number of manufacturers,
for a utilitarian off-road vehicle, designed to meet the demands of its
future owners for a rugged, capable and comfortable go-anywhere working
Commenting on the design of the Grenadier, Toby Ecuyer, head of design
on the project, added: “We set out to design a modern, functional and
highly capable 4×4 vehicle with utility at its core. A design that is
‘easy-to-read’, with no ambiguity about the Grenadier’s role in life. There
to do everything you need, and nothing you don’t. Nothing is for show.
Modern engineering and production techniques ensure the Grenadier is highly
capable, but we have been able to stay true to the essence of creating a
utilitarian vehicle that will stand the test of time.”
Image: courtesy of Grenadier