Hidden Belgium: Bellerose

Hidden Belgium: Bellerose

From the moment it opened its first store at the North Sea coast, Belgian brand Bellrose has developed a relaxed beachfront look with a hint of the Hamptons.

Its latest store at Avenue Louise 66 opened recently in a lovingly-renovated brutalist interior with raw concrete walls, a pool and a coffee corner.

The modest brand is as Belgian as you get. Its loyalty to the homeland proved by a new campaign in which it teams up with the local Brussels team Union Saint-Gilloise.

After chatting to loyal fans at Tribune Est, Bellerose’s design team came up with a range of accessories including jerseys, socks and scarves. Everything you need to join the friendly local crowd in the Parc Duden stadium.

Derek Blyth’s hidden secret of the day: Derek Blyth is the author of the bestselling “The 500 Hidden Secrets of Belgium”. He picks out one of his favourite hidden secrets for The Brussels Times every day.

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