When I started Elliot Rhodes some 11 years ago nearly everyone thought that creating a specialist belt brand was at best foolhardy. From day one my mission has been to change the way belts are perceived - taking them away from their dreary surroundings and elevating them into something altogether more desirable, exciting, dare I say it, Sexy. Our stores are most certainly temples to the worship of belts but there has always been a challenge to communicate the sheer beauty and art of belts to a broader audience.
Luckily a few months back I was introduced to talented photographer Josh Caudwell and our conversation soon revealed that he too was both fascinated and challenged by the possibility of seeing belts not as a practical object but instead celebrating them as something abstract, fluid, elegant and artistic.
I am pleased to reveal the first 5 photographs in what will become an ongoing series with the theme 'Belts as Art'.
I hope that these both surprise and inspire you as much as they do all of us here at Elliot Rhodes.