From Bill Lavin ---

Soft Collection was never about price. And to this day is still the same.. When I design any belt the price is never a consideration or a concession.

I just use the best leathers I can find in the world. Marry that up with the finest quality Italian or English buckles with the most expensive silver finishes. Each dress belt is put through my revolutionary 4 piece construction. Which not only allows me to make the softest belts ever, but each strap no matter how many I make, they are all the same thickness consistently because of this 4 piece construction process.. I am the only belt maker in the world doing this process.. I know just about every man’s better specialty stores worldwide has belts already in their stores, and might even have some wonderful relationships with some of those vendors.. This was the premise I was up against when I began Soft Collection. So by setting the bar as high as I did coming out the box put a lot of interest out there for anyone buying belts to see what the best was in comparison to what belt products they were already buying.. It just a simple premise. There are tons of men’s belts out there, but are you ready to step up to this level?

This way, the only few rejections I was receiving was when stores were telling me their customers were not up to this level of quality.. That’s a rejection I can live with… Now it’s not about me, it’s about them and their customers not being able to buy the best..!! I can deal with that rejection all day.. In Soft Collection every element in the materials is the finest made in the world. Be it any of the leathers involved.. Even the inside of my dress belt straps has soft leather.. This is not ever been a practice using soft leather for filler inside dress belts.. But then again, no one has ever wanted to make the softest and finest quality belts ever… Not even Italian’s? Ironic huh? You would think the Italians would have thought of this right?

They believe putting leather inside a dress belt strap is a waste of money… Not me.!! And I’m an American… Go figure.. So if you think you are ready to step up and see the finest of what Italy, England, China, and I have to offer.. Check out Soft Collection… My credo: “Once you put a Soft Collection belt around your waist, you immediately become a Soft Collector”… There are many of these Soft Collector men world wide.. Too many to mention here.. But when you have the likes of Jack Nicholson, Tom Cruz, Bob Costas, Sylvester Stallone, Paul Molitor, Kobe Bryant, Magic Johnson and many more becoming Soft Collectors, you begin to believe that you’re on the right path with my concept… Make the best that can be.. set the bar, and they will come…