24 November 2021


Two weeks ago a brand new Bellerose store opened the doors in the heart of Antwerp, across the street from A.P.C. and near the recently re-opened ModeMuseum. Let’s take a look around.


Surf shacks

Bellerose is a Belgian fashion label dating back to 1989 when they started selling men’s shirts. The name is a reference to the American town Bellerose and when they opened their first store in Knokke back in 1990 the interior was inspired on the typical surf shacks you could find in towns such as Bellerose on the American Westcoast. Fast-forward to 2021, 25 stores in 4 countries later plus a women’s line and a kid’s collection, and time for a new store design. They’ve opened the first new-style Bellerose store in Knokke and now Antwerp also has a brand new look.


Impressive sneaker wall

Antwerp used to have two stores: one for adults and one for children. They decided to get everything under one roof in a brand new building on the Lombardenvest. When I spoke to artistic director Derek Van Heurck for the opening of the Knokke store he told us about Bellerose’s new direction which is all about creating a top-notch customer experience with a leading role for architecture. For this store they also worked together with architect Pierric de Coster. They’ve used a lot of wood in the interior (look at the impressive round sneaker wall) and dressing rooms made of metal.


Conscious entrepreneurship

Apart from the timeless collection with a focus on long-lasting quality for men, women and children, they also sell other brands such as Lee, Veja and Patagonia. And they offer extra services like a cup of coffee or an in-house sewing studio so you can immediately start wearing the items you buy. Their conscious way of entrepreneurship also inspired the Belgian brand to turn a commercial event like Black Friday into Blue Friday. Where a percentage of the price you pay goes to building a school in Tulum, Mexico to help kids get a fair start in life.


Check out: www.bellerose.be


This article is part of a collaboration between Bellerose and Petite Passport. On their site I’m sharing my favorite cafes, country escapes and restaurants and I’m sharing their new store with my readers.