The Evolution of b.b. Simon as told by Simon Tavassoli

«What people remember about me comes from what I did for them,» states the philosophy of Simon Tavassoli, founder and creative mind of b.b. Simon. For him, it's not about «creating something to be remembered for,» but rather «being remembered for what you've done in your life.» Simon was once an Iranian young man who dreamt of creating something that would make a difference. After creating b.b. Simon, people began to resonate with his belts and success followed, although, as he tells us, he hates fame: «I never pay too much attention to other people or other brands, because it could influence my vision. I want my products to be authentically designed by me. Even if what I do is ugly it has to come from me.» Ugly or not, the b.b. Simon belt has solidified its place as a must-have accessory for all stars, gracing waists of celebrities from Ice Spice to Jack Harlow, Rihanna, Alton Mason, Lil Wayne, and becoming subject to collaborations with Madonna, Michael Jackson and Post Malone.

Simon Tavassoli founded Belts by Simon in 1986. At 32 years old, he ventured into this business with a vision to create something distinct from the norm. The inspiration came from his uncle's business, as he was selling buckles from Italy to various U.S. companies. As Simon started working for him, he found an untapped niche in belt production: «I was looking around and saw the potential to create a belt that could make a statement.» After having acquired a few sewing and leather machines, he began crafting belts independently, driven by a determination to innovate. Despite initial skepticism - «nobody was wearing this style of belts twenty years ago» - he persisted, introducing new styles and colors that defied convention. He tirelessly traversed east coast regions, gradually expanding into San Diego, Los Angeles, and eventually San Francisco. At the beginning, his designs were targeting womenswear through a «very clean and Italian look.» The brand and its distinctive aesthetic grew in popularity attracting attention even beyond local markets, and in the early 2000s the designer enlarged the buckle, further solidifying the status of the accessory in cowboy fashion. Madonna's Don’t Tell Me music video changed forever the history and trajectory of Belts by Simon. After seeing how the belt Madonna wore in the music video helped his brand tap into mainstream fashion, Simon decided to add more ornaments to the piece: «The same shape and the same western drawing, I just added small crystals on it.» The designer, then, started to become a true craftsman of Swarovski bedazzlement, whether on belts or on any other surface, a practice that is now present on a wide range of products.

Simon reflects on the evolving landscape of his clientele around the beginning of the century, noting a shift towards a younger demographic, particularly within the hip-hop community. This transition correlated with broader generational changes, wherein younger consumers sought out accessories like belts, shoes, and hats to complement their fashion choices: «Typically my buckle designs reflect what's going on in the world.» For instance, Simon created an Ukrainian flag belt during the conflict in Ukraine. «With all of our products being made to order, whatever vision you have, we can bring it to life.» Over the course of his long career in the industry, Simon has signed numerous collaborations with renowned institutions in the world of fashion and music. Riding the wave of his popular designs for Madonna and Post Malone, which have catapulted his belts in the it-item category, his first collaboration with Supreme in 2020 sold out in 13 seconds.Of all partnerships he's worked on in the past years, there is one in particular he remembers fondly:

«It all started somewhat unexpectedly: I had a friend in Las Vegas who owned theaters, Johnny Brenden, and Michael Jackson's three kids frequented one of them. During one of my interactions with Johnny, he expressed Michael Jackson’s interest in having some of my work done for his bedroom. This led to discussions about bedazzling various elements, with a wide array of stone colors to choose from. It turned out to be quite an elaborate project, with lights in the bedroom, bed fixtures, and several other items, all bearing my touch. Unfortunately, Michael passed away and we were not able to complete the project. In commemoration of Jackson, I created a belt to pay homage to him. The design incorporated elements symbolizing the future and movement, alluding to the essence of Michael Jackson.»

All collaborations heavily contributed to the rise in popularity of b.b. Simon, a ripple effect that has propelled the brand from one notable project to another. From Rolling Loud hoodies and T-shirts to other bespoke projects for artists, the momentum kept building, although «staying true to oneself and not chasing trends solely for profit» was still in the back of his mind. Many contemporary brands have tried to carry on Simon's fourty-year-old heritage, but it is very difficult to match the level of authenticity and attention to detail of a business that is almost half a century old. There is a meticulous process of designing new products that involve several steps, from sourcing the finest materials to collaborating with the right manufacturers to bring his vision to life. He has been working with “the finest materials” since 1986, and all of his garments are made in Irvine, California. Simon designs and manufactures his own buckles. He also uses Italian leather, “the best in the world.” For the designer, getting better is not about improving the materials, but about three fundamental aspects: constantly innovating, being true to himself and paying special attention to customer care: «I dedicate half a day of work for one piece, and I always stay close to the needs of the customer.» This helps him stay ahead in a competitive market while also distancing from the thousands of counterfeit companies copying his work. Four main details can prove an authentic B.B. Simon belt: three layers of leather, the brand name embossed on the back, a front plate and a QR Code for traceability. 

When asked about the future of his business and potential expansion into other product categories, Simon acknowledges the unparalleled success of his belts and the difficulty in replicating that success with other items. «You need to be solid and successful with anything you do. I create a new product and design every 6 months, so that I can stay ahead of the counterfeit designs.» Now 70-years-old, the designer is focusing on living in the present and letting his work speak for itself. He expresses openness to passing on the business to younger figures with fresh ideas while maintaining creative direction. The trust-based nature of b.b. Simon's team - everyone employed by him is either a family friend or comes highly recommended - reflects on his preference for nurturing and retaining employees rather than resorting to dismissals: «nobody works for me, we all work here together.» And that humility in the way he works is reflected in everything he does, from his connections with artists to his most desired collaborations. It's all in the family. From learning to make belts in his home garage to collaborating with international artists and musicians, Simon's journey has been one of staying true to himself and exceeding customer expectations. With a loyal following and a reputation for excellence, b.b. Simon continues to captivate the world of fashion, music and the arts, making each belt a timeless accessory that leaves an imprint that is sure to go down in history.